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Preserving Brand Heritage

22 February 24

In today's rapidly evolving business landscape, where trends come and go in the blink of an eye, the concept of brand heritage holds immense significance. Brand heritage embodies the accumulated wealth of a brand's past. It encompasses its origin, the vision of its founders, the values it stands for, and the milestones it has achieved. Preserving this heritage isn't merely about nostalgia; it's about nurturing the foundation upon which a brand stands, paving the way for its continued success and relevance in the future. Brand heritage helps maintain authenticity, and adds depth and credibility to a brand to foster trust, loyalty, and deeper emotional bonds between the brand and its audience.

While honoring heritage, brands can leverage it as a guiding force for innovation. Adaptation to changing times is equally important, but brands should evolve without compromising their core values. Understanding the past allows for the development of new products, services, and strategies that align with the brand's legacy, creating a seamless transition between tradition and modernity. To understand better about how brand heritage perseverance significantly contributes to a brand's long-lasting journey, we can take examples from The Ritz-Carlton, Levi Strauss & Co., and Bango.

Since its inception in 1983, The Ritz-Carlton has epitomized a heritage of luxury and service excellence, rooted in its unwavering dedication to perfect hospitality. From the coveted reserve property with a picturesque setting both in Krabi, Thailand, to the fountain reminiscent of Tasik Dayang Buntin in Langkawi, Malaysia—reputed for its magical healing abilities—each Ritz-Carlton resort elegantly blends with local culture. Enduring its motto, 'Ladies and Gentlemen serving Ladies and Gentlemen,' the dedication of Ritz-Carlton's employees shines through as they go above and beyond to understand the needs and desires of every guest. The brand offers personalized services impressively exemplified by the employees using guests' names and sincerely greeting them upon arrival until bidding farewell, reflecting the notion that guests are treated not just as customers but as valued individuals. Additionally, Ritz-Carlton's dedication to bringing in food specialists instead of having executive chefs follow recipes and cook foods from different cultures and ethnicities, underscores the brand's respect for both guests and the diversity of global cultures. This commitment to exceptional service isn't just a standard—it's the essence of the Ritz-Carlton brand, a heritage that resonates in every time and every location around the world.

Established in 1853, Levi’s rose to prominence for revolutionizing the denim industry with its exceptionally durable jeans during the Gold Rush era in San Francisco. Since its inception, the brand has maintained a steadfast connection to its origins while adapting to contemporary fashion trends. Originally crafted for miners and laborers, Levi's commitment to exceptional denim quality and timeless designs has been the foundation of its enduring legacy. Carrying the values of durability and versatility across generations, today they've evolved into individual fashion staples, embraced by diverse groups ranging from rockstars to activists. Notably, Levi's strategic partnerships and collaborations, such as teaming up with the K-Pop group NewJeans as global brand ambassadors, participating in renowned festivals like India's Lollapalooza, and forming a global partnership with the largest hip-hop music festival, Rolling Loud, highlight the brand's versatility and enduring appeal, particularly among younger audiences worldwide.

Bango takes meticulous care in preserving its brand heritage. Despite its acquisition by Unilever, the brand remains true to its populist roots. Originating as a home-based business in Tangerang in 1928, Bango has consistently upheld the essence of top-notch quality. Its acquisition by Unilever in 1992 didn't compromise its identity; instead, it underwent a modern rebranding, emerging as "Bango" in 2001 to bolster its image. In addition to its partnerships with local farmers and the Faculty of Agriculture Technology at Universitas Gadjah Mada to ensure the highest quality ingredients, Bango takes great pride in its collaboration with a cherished local food vendor. The Bango Snack Festival and TV program Bango Cita Rasa Nusantara, not only ensures the continuation of traditional flavors but also serves as a poignant act of heritage preservation. By working closely with this vendor, Bango celebrates and sustains the authentic tastes of Indonesian cuisine, paying homage to generations of culinary tradition. 

Brand heritage is not just about the legacy and everything a brand has done throughout its existence. Brand heritage is also the way a brand maintains its relevance without losing its initial identity. Understanding more about your brand's heritage can enrich the way you continue to be present among consumers. Milestone , the leading brand consultant in Indonesia can help you delve deeper into the potential and heritage that you can preserve.