Traditional brand

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A traditional brand is generally understood to mean a brand with a certain special tradition .

Basic concepts

In principle, tradition is considered a quality feature in economic matters and is used frequently and emphatically in marketing . One usually speaks of tradition when the lifespan of the brand goes well beyond the usual product cycles and is strongly industry- dependent . While some product lines refer to centuries of history, traditional brands emerge in fast-moving industries within just a few decades.

The classic approach is to refer to the “tradition of the house”. This history Marketing ( History Marketing ) is next to the reference to innovation one of the basic marketing strategies. Central brand legal tool, traditional products product lines, or company name (trademark) as a legal brand to protect. These are protected by registration with a commercial court or a special trademark authority analogous to patents .

Another way is state awards in the sense of a seal of quality, so already in the middle modern period purveyors to the court were awarded as such for the sake of their tradition and the special quality of the products. These are still used today as a tool for economic development .

In addition, there are also traditional products that are linked to a certain region and the usual starting resources and manufacturing methods (designations of origin ) . There were first attempts to protect these, for example, in viticulture at the end of the 19th century with the quality designation Appellation d'Origine Contrôlée  (AOC), or the developing designations for the origin of the country as a quality brand such as Made in Germany . From this a more comprehensive, also international system for protective designations has developed, the focus of which is primarily on origin from one area and only secondarily on manufacturing tradition.

The shape of the regional traditional brands gained a new aspect through the worldwide efforts, starting in the 2000s in particular by UNESCO, to establish traditional forms of production - and local product forms - as cultural heritage of a region or country, as intangible cultural assets, and to perceive them as collective intellectual property . In recent years, this has resulted in a number of traditional national seals of quality . This aspect is also known as Heritage Marketing (Engl. Heritage , heritage '), respectively. UNESCO also promotes these efforts in particular in order to grant the developing and emerging countries , which have fallen behind in the fierce competition between brands, an instrument of protection. Sectors in which this traditional brand protection is used are especially food ( food heritage marketing ) or pharmaceuticals (traditional medicine ).

Examples of traditional state brands

State and international framework concepts for traditional brands are listed:

Individual evidence

  1. ↑ Tobias Krauss: Marketing for traditional brands with special consideration of revitalization , diploma thesis, University of Konstanz, 2003 (published by GRIN Verlag, ISBN 978-363822353-9 ), especially 2.5 The concept of traditional brands , p. 10 ff. ( Limited preview in the Google Book Search).
  2. ↑ cf. Iris Wichmann: Brand as a cultural asset: The importance of symbolism in the brand message for the conception of brand identity . Diploma thesis, University of Applied Sciences for Economics and Technology, Berlin, 1998 (publ. Diploma theses agency), 1999, ISBN 978-383241535-8 , 3.4.2 Myth and brand communication , p. 44
  3. ↑ See Shashi Misiura: Heritage Marketing. Verlag Routledge, 2006, ISBN 978-075066318-2 , esp. Heritage marketing - an indroduction , p. 3 ff. And New developments in heritage marketing , p. 6 ff. ( Limited preview in the Google book search) - the book covers Marketing of cultural property in general, numerous case studies.
  4. ↑ cf. Stefan Rothschedl: Kulturgut Wein: The valorisation of Austrian wine culture on the basis of the UNESCO cultural heritage. Mag.-Arb., Univ. Salzburg, 2011 (publ. Disserta-Verl., 2013, ISBN 978-395425216-9 ), 4.3.2. Arguments for the past and cultural heritage in the valorization , p. 63 ff. ( Limited preview in the Google book search).
  5. ↑ k./kk/kuk Court supplier / chamber supplier (19th century, today only informal), bearer of the national coat of arms (historically kk privileged from 1859) and using the name Austria is only intended for companies, not for product brands