What is history branding?

This video introduces the history branding concept, which uses history to foster future development. It is, more or less, synonymous with history marketing.

A rough-and-ready location of history branding is in the intersection between the “use of history” and corporate branding. The latter is about how a company or organisation presents itself to the outside world and its employees. Corporate branding has, over time, moved from a direction towards marketing of individual products, and costumers as the only target group to a focus on the company or organisation as a whole. This “new” corporate branding targets both external and internal interest groups and emphasises long-time perspectives. The new corporate branding wave highlights heritage and culture and focuses on the meaning of historical values.

So, roughly, we can say that history branding implies history usage within corporate branding. Companies and organisations are the prime users of history branding. However, municipalities, regions, and countries have increasingly started to activate history branding too.