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"Established Since...": How Pioneer Brands Use Time in Heritage Branding

Garfield, Mallory LU ; Jaimes Guerra, Adriana Geraldine LU and Secretin, Lucie LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose - Explore how pioneer brands use their year of establishment (YoE) as part of their
heritage communication, and the level to which they do so.
Design and Methodology - Analyze 12 cases of pioneer brands to understand the circumstances
of when they use their heritage and the patterns that emerge.
Findings - Our cross-case analysis and use of secondary data support our hypothesis, such that
older pioneer brands are more explicit with the use of their YoE. Upon further investigation of our findings, we were able to classify the cases studied into four distinct groups. This is the basis for a theoretical matrix introducing four categories of pioneer brands according to their age and use of YoE. The four categories are Proud... (More)
Purpose - Explore how pioneer brands use their year of establishment (YoE) as part of their
heritage communication, and the level to which they do so.
Design and Methodology - Analyze 12 cases of pioneer brands to understand the circumstances
of when they use their heritage and the patterns that emerge.
Findings - Our cross-case analysis and use of secondary data support our hypothesis, such that
older pioneer brands are more explicit with the use of their YoE. Upon further investigation of our findings, we were able to classify the cases studied into four distinct groups. This is the basis for a theoretical matrix introducing four categories of pioneer brands according to their age and use of YoE. The four categories are Proud Historians, Quiet Traditionalists, Quiet Visionaries, and Tradition Seekers.
Research Limitations - The findings of this study are based on 12 cases and primarily use qualitative, secondary data. Therefore, our contributions and proposed YoE matrix may be limited by both sample size and reliance on existing research within the field of brand heritage. The focus on pioneer brands also eliminates a large diversity of brand age, potentially skewing the matrix for other categories of brands.
Practical Implications - The YoE matrix can serve as a practical tool for brand managers to
evaluate their brand and its communication of heritage. Where a brand falls within the matrix may show how aligned, or misaligned, a brand’s messaging is with its overall image and consumer
perceptions. On the theoretical side, the findings contribute to existing literature on brand heritage by positioning the YoE as an important symbol within broader heritage communication. This
research can support the view that heritage cues like a YoE can enhance brand equity when used
strategically.
Originality/Value - Creation of a matrix that guides pioneer brand managers weighing the
decision of their use of YoE as part of heritage communication. Beyond the matrix, our work builds
upon the elements of brand heritage (Urde, Greyser, and Balmer, 2007).
Keywords - Pioneer brands, brand heritage, year of establishment
Paper type - Cross-case analysis (Less)
Please use this url to cite or link to this publication:
author
Garfield, Mallory LU ; Jaimes Guerra, Adriana Geraldine LU and Secretin, Lucie LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Pioneer brands, brand heritage, year of establishment
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214543
date added to LUP
2025-11-14 08:21:27
date last changed
2025-11-14 08:21:27
@misc{9214543,
  abstract     = {{Purpose - Explore how pioneer brands use their year of establishment (YoE) as part of their
heritage communication, and the level to which they do so.
Design and Methodology - Analyze 12 cases of pioneer brands to understand the circumstances
of when they use their heritage and the patterns that emerge.
Findings - Our cross-case analysis and use of secondary data support our hypothesis, such that
older pioneer brands are more explicit with the use of their YoE. Upon further investigation of our findings, we were able to classify the cases studied into four distinct groups. This is the basis for a theoretical matrix introducing four categories of pioneer brands according to their age and use of YoE. The four categories are Proud Historians, Quiet Traditionalists, Quiet Visionaries, and Tradition Seekers.
Research Limitations - The findings of this study are based on 12 cases and primarily use qualitative, secondary data. Therefore, our contributions and proposed YoE matrix may be limited by both sample size and reliance on existing research within the field of brand heritage. The focus on pioneer brands also eliminates a large diversity of brand age, potentially skewing the matrix for other categories of brands.
Practical Implications - The YoE matrix can serve as a practical tool for brand managers to
evaluate their brand and its communication of heritage. Where a brand falls within the matrix may show how aligned, or misaligned, a brand’s messaging is with its overall image and consumer
perceptions. On the theoretical side, the findings contribute to existing literature on brand heritage by positioning the YoE as an important symbol within broader heritage communication. This
research can support the view that heritage cues like a YoE can enhance brand equity when used
strategically.
Originality/Value - Creation of a matrix that guides pioneer brand managers weighing the
decision of their use of YoE as part of heritage communication. Beyond the matrix, our work builds
upon the elements of brand heritage (Urde, Greyser, and Balmer, 2007).
Keywords - Pioneer brands, brand heritage, year of establishment
Paper type - Cross-case analysis}},
  author       = {{Garfield, Mallory and Jaimes Guerra, Adriana Geraldine and Secretin, Lucie}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{"Established Since...": How Pioneer Brands Use Time in Heritage Branding}},
  year         = {{2025}},
}