High street brands cannot rely on history and familiarity to survive — new research
- Written by Kokho Jason Sit, Senior Lecturer in Marketing, University of Portsmouth
Shutterstock/J WoodhouseAt a precarious time for the high street, a sense of brand heritage might be considered a great strength. The theory is that well known stores are able to boast – and attract customers with – a proud history of originality and quality.
In reality though, heritage appears to have become something of a blind spot...