History Branding - using history to strengthen the identity of a company or organization

Overview

What you will study

Corporate history has the potential to strengthen trademarks and identities. This strengthening can, for example, befriend the hospitality industry. Using history and cultural heritage, however,requires knowledge.

The History Branding - using history to strengthen the identity of a company or organization course offered by Luleå University of Technology will help you:

Understand how companies use history as an integral part of their branding

• Companies and organisations show an increasing interest in their history and to use it in their marketing to reinforce corporate identity.

• On this three-week course, you’ll learn the main ideas behind history branding and how to implement them in your own strategies. You’ll understand why companies value knowledge of their history and connections to their cultural heritage in their marketing.

Explore the links between business and cultural heritage

• You’ll learn to identify different categories of history usage to help you understand the ideas behind history branding. From this, you’ll discover how business history and cultural heritage interlink and can be used in marketing strategies.

• You’ll also examine how companies have handled their so-called “skeletons in the closet”, and the appropriate responses to take to help with brand reputation.

Learn from the experts at Luleå University of Technology

• Guided by the specialists at Luleå University of Technology, you’ll explore real-life examples of how companies and organisations have worked with history.

• Examining Swedish and international companies and organisations and how they work with their history, you’ll gain valuable insights into history branding and marketing to understand how to use it in your own practices.