A Company’s History: An Important Component of Enterprise Part 1
POSITIV 3/2020 47
Creative use of the company’s history is an
important component of the corporate culture.
History Marketing enhances the credibility of
a company and its products in time, reinforces the
bond of trust with customers and their fondness
for the enterprise through a well-designed image
of the development of the company. It introduces
the history of an enterprise as an active feature of
a marketing concept, e.g. in relation to the history
of the brand and its identity, the image of the
brand and the company, the potential of the history
of the enterprise with regards to the globalized
market.
The history of the enterprise, its products, relationships
within the company and the relationships between
the company and its environment (the target groups
and market in general) represent the most significant
parts of the image of the company and its brand.
Company structures change rapidly, as does the
world around, while tradition remains a stable and
reliable constant. Traditions create, or better co-
create, a positive image for a company (as numerous
brand research and studies support). Traditional
brands such as Coca-Cola, Mercedes, and Nivea
also prove that: nurturing the brand is a long-term
programme for these companies.
Much depends on the way a company is presented
with regards to its own history. There are various
examples, ranging from the nostalgic package of
a product, revived vintage adverts, construction of
a company museum, etc. Highlighting the history
of the enterprise as an important part of branding
brought in advertising experts and also gave birth
to a new “science” with experts on the history of
advertising and its changing roles. The company’s
own history also plays a key role in its operation,
e.g. an anniversary is an excellent opportunity to
tell the employees, “We are proud of you and your
achievements, let’s continue the good job!” In many
cases, these reminders have helped remove issues in
the company’s internal communication.
Connections to the current views on corporate
history are increasingly obvious with growing
globalization. Businesses need to enter new markets
as well-established entities, not anonymous faceless
companies without content that do not represent
any values and do not respect rules. The history of an
enterprise and brand radiating trust is a powerful feature
of a corporate culture. This part of enterprise, however,
needs to be cherished within marketing to enhance the
corporate philosophy and credibility of the company.
Traditions improve trust and can become a mighty
tool in the struggle against superficiality brought on
by globalization.