Heritage branding transforms a brand’s history into a powerful tool for connection. This article explores how companies like Jarlsberg, Corona, and Cunard leveraged their legacy to overcome challenges, grow consumer trust, and redefine their market presence. Key takeaways include:

• Jarlsberg Cheese: Used emotional storytelling to shift perception from special-occasion cheese to an everyday staple, achieving a 1,358% increase in website users.
• Corona Beer: Overcame a name crisis during the pandemic by emphasizing nostalgia, natural ingredients, and environmental initiatives, regaining its position as the world’s top beer brand by 2024.
• Cunard Cruises: Revived its reputation by returning to its roots in luxury, blending classic design with modern expectations, and reclaiming its status as a leader in high-end cruising.

Each case highlights the importance of history in building trust and creating emotional connections. UAE brands, like ADCOOP, are also using heritage elements, such as Emirati symbols and bilingual designs, to follow steps to build a strong brand identity in the UAE to craft identities that resonate locally and globally. Heritage branding is not just about preserving the past – it’s about using it to foster long-term loyalty and relevance.

Case Study 1: Jarlsberg Cheese – From Generic Product to Heritage Brand

Challenge: Breaking the Generic Product Image

Jarlsberg faced a tough challenge. Despite being Norway’s top cheese export – making up 80% of Tine SA’s total exports – many people saw it as just another generic cheese. In 2018, 31% of its customers were over 50, while younger shoppers viewed it as a cheese suited for special occasions, not an everyday choice. This perception problem called for a major rebranding effort.

Strategy: Storytelling and Experiential Marketing

To tackle this, Norseland Inc., Tine’s U.S. subsidiary, teamed up with Digital Surgeons to create the "Life’s Best Served with Jarlsberg" campaign, running from 2018 to 2021. The campaign leaned into Jarlsberg’s Norwegian roots, highlighting its heritage dating back to the 1850s and its secret recipe developed in 1956. Instead of focusing on the product’s features, the campaign used emotional storytelling to connect with consumers through everyday moments.

One standout activity was a Times Square activation. Consumers who signed up for wine and cheese tastings at Oceana restaurant had their names displayed on digital billboards as part of personalised invitations. On top of that, GPS-triggered mobile ads targeted shoppers entering grocery stores, achieving a click-through rate of over 5%. Micro-influencers also played a role, sharing recipes that reached over 1 million users.

Results and Lessons

The campaign delivered impressive results. It led to a 1,358% increase in website users, 21 million impressions, a 10% conversion rate, and kept Facebook acquisition costs under AED 3.67 (US$1). According to Digital Surgeons, the campaign effectively showcased how Jarlsberg could be part of cherished everyday memories, not just reserved for special occasions.

This case shows how tapping into heritage and emotions can turn a product from functional to meaningful.

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Case Study 2: Corona – Using Heritage During Crisis

Challenge: Brand Name Association During a Global Crisis

In early 2020, Corona faced an unexpected challenge when 38% of American beer drinkers avoided the brand due to its unfortunate name association with the virus. Despite being one of the top-selling beers in the United States, this issue had nothing to do with the product itself or its marketing efforts.

The brand’s value took a significant hit during the initial period of 2020–2021, dropping by 28%. But instead of distancing itself from its name, Corona leaned into its nearly century-long heritage as a Mexican beer, first brewed in 1925, and its well-known "beach mindset" identity.

Strategy: Emphasising Nostalgia and Comfort

In May 2021, Corona introduced the "From the natural world" campaign, created by Wieden & Kennedy Portland. The campaign featured a 60-second TV spot showcasing a lime being pushed into a bottle, paired with serene visuals of tropical rivers. This approach highlighted the beer’s 100% natural ingredients – water, barley, hops, and maize – while offering viewers a sense of escapism during lockdowns.

Corona also reinforced its iconic lime ritual, which provided consumers with a sense of comfort and familiarity. As VP Rob Nelson explained:

"Corona has always stood for physical and emotional refreshment, making it the perfect beer to enjoy when you want to relax and appreciate the now – pursuits we believe are universal."

In addition, the brand took action to align with its heritage by launching the "Protect Our Beaches" initiative in partnership with Oceanic Global in 2020. The goal was to remove 1 million pounds of plastic by Corona’s 100th anniversary in 2025. By October 2025, the initiative exceeded expectations, with 3,500 volunteers participating in 77 cleanups and removing over 1.2 million pounds of plastic.

These efforts, rooted in nostalgia and environmental responsibility, helped the brand recover and strengthen its connection with consumers.

Results and Lessons

Corona’s decision to embrace its heritage paid off significantly. For companies facing similar reputational shifts, performing a brand identity review can help identify core values worth preserving. Despite the initial 28% drop in brand value, Corona Extra remained one of the top five beer brands in the U.S. by dollar sales for the 52 weeks ending 7 September 2025. In the UK, off-trade sales rose by £68 million, reaching £237 million for the year ending 5 September 2021. By 2024, Corona regained its position as the world’s most valuable beer brand, with its value increasing by 40% to AED 38.2 billion (US$10.4 billion).

By May 2025, Corona had become the #1 most loved beer brand among American consumers across General Market, Hispanic, and Gen Z demographics. Richard Haigh, Managing Director at Brand Finance, summed it up perfectly:

"Brands with a strong existing reputation and good levels of familiarity amongst consumers are those most primed to weather the storm."

Corona’s story proves that sticking to your roots and leveraging authentic brand values during a crisis can build trust and drive long-term success.

Case Study 3: Cunard – Heritage Branding for Business Transformation

Challenge: Staying Relevant in a Competitive Market

Cunard’s journey highlights how embracing a brand’s history can breathe new life into a struggling business. By the mid-1990s, the British cruise line faced a serious decline. In 1995, it reported an operating loss exceeding £16 million, with revenue dropping by 51% and operating profit falling by 39% since 1991. Outdated ships and inconsistent service tarnished its reputation, leading to industry analysts labelling Cunard as "an ageing beauty, long past its glory days in the transatlantic trade."

In 1998, Carnival Corporation stepped in, purchasing Cunard and its five ships for US$500 million (approximately AED 1.8 billion). At the time, Carnival, the world’s largest cruise line with annual revenues of nearly US$2.5 billion (around AED 9.2 billion), openly described Cunard as "literally a dying brand." The Queen Elizabeth 2, once a symbol of luxury, had interiors that clashed with its historic image – 1960s modern designs, plastic chairs, and apple green palettes failed to meet passengers’ expectations of classic elegance.

Strategy: Building a Heritage-Centred Narrative

Carnival’s approach to reviving Cunard was rooted in its history. They delved into the brand’s archives to rediscover its identity, reintroduced traditional luxury through thoughtful design, and committed to preserving its legacy.

One of the first steps was to abandon the outdated modern interiors and return to a style that reflected Cunard’s rich heritage. This vision came to life with the 2004 launch of the Queen Mary 2, designed to capture the elegance of Cunard’s golden age while meeting contemporary standards. The ship’s "iconic authenticity" reconnected the brand with its storied past.

Cunard also capitalised on its unique heritage as the only cruise line offering regularly scheduled transatlantic service, a nod to its origins as the Royal Mail Steam Packet Company. Visual elements like the black hulls, white superstructures, and red funnels were retained, reinforcing its historical identity.

Results and Lessons

Cunard’s transformation was a success, turning it from a "dying brand" into a leader in luxury cruising. Bradford Hudson, Associate Professor at Boston University, summed it up:

Heritage is central to the brand identity of Cunard and was a significant factor in the recent turnaround of the company.

This case underscores the importance of balancing tradition with modernity. While new offerings don’t need to mimic the past, they should reflect the essence of a brand’s peak era. By addressing design missteps and restoring the classic luxury that once defined it, Cunard managed to reconnect with its roots while still catering to modern expectations. The company’s revival is a testament to how a well-executed heritage branding strategy can transform a business, blending historical prestige with contemporary relevance.

Common Patterns and Best Practices

Authenticity in Heritage Storytelling

Heritage brands that truly succeed see their history as a living, breathing asset. Take Jarlsberg, Corona, and Cunard as examples – they’ve built their brand stories on real historical foundations, not made-up tales. A great example of this approach is Heinz’s "It Has To Be…" campaign in September 2025. By removing its name from its packaging and relying solely on its iconic bottle shape, Heinz struck a chord with 70% of consumers. This level of recognition reflects decades of consistent and genuine branding.

What’s key here is ensuring there’s no gap between a brand’s promise and its delivery. When brands fail to align the two, they risk losing consumer trust. Watson Bros., a London gunmaker with a 135-year history, avoids this pitfall by maintaining meticulous records for all 17,000 guns it has produced. This attention to detail reinforces its reputation and credibility.

Consistency Across All Brand Touchpoints

Authenticity is just the start – brands also need to ensure their heritage narrative is consistent across all touchpoints. When a brand’s story feels fragmented or inconsistent, it weakens the overall message. Case studies show that brands succeed when they create a unified experience across packaging, digital platforms, and retail spaces, all tied to the same core identity.

When visual elements change, brands face what’s known as “recognition debt.” To overcome this, they must carefully introduce and reinforce new elements, even in small spaces like app icons or favicons. In the UAE, this consistency often includes bilingual designs and cultural motifs, ensuring that Arabic and Latin typography blend seamlessly without losing cultural relevance.

Building Emotional Connections

Heritage branding isn’t just about being authentic and consistent – it’s also about creating meaningful emotional bonds with consumers. The best heritage brands take their products beyond mere transactions, making them integral to consumers’ identities. For instance, Cunard’s restoration of its luxury interiors brought back the glamour of transatlantic travel, reconnecting passengers with a sense of nostalgia and elegance.

To deepen these emotional ties, many brands go beyond visuals, engaging other senses like touch, sound, and scent in flagship stores to craft immersive experiences. Luxury brands often take it a step further by offering personalised engravings or hosting exclusive events, inviting customers to feel like they’re part of the brand’s ongoing story. This sense of participation transforms customers from passive buyers into active contributors to the brand’s legacy.

How to Implement Heritage Branding

Conducting a Heritage Audit

Before diving into heritage branding, start by exploring your company’s history to uncover unique assets – the values, reputation, and legacy that set your brand apart. This isn’t about nostalgia or turning your brand into a historical exhibit. Instead, it’s about identifying elements from your past that resonate with today’s consumers and give you a genuine edge in the market.

Take stock of your recognisable assets: logos, slogans, maker’s marks, or visual symbols that customers already connect with your brand. For example, a long-established company can use its historical milestones to build trust and reinforce its heritage.

A key part of this process involves evaluating recognition debt – the risk of losing brand recall when you change familiar elements. As Helms Workshop explains:

Heritage is extremely valuable because it represents an irreplaceable edge that competitors cannot match.

Determine which legacy elements are essential for your audience’s recognition and which can evolve without losing their impact. Each visual or verbal cue carries a memory structure, so decide carefully whether to simplify or replace it.

Honesty is key. Avoid fabricating history or overstating your legacy. Any gap between your branding and reality can quickly erode consumer trust.

Once you’ve catalogued your historical assets, the next step is to shape them into a cohesive visual and verbal identity.

Creating a Unified Visual and Verbal Identity

Use the findings from your heritage audit to define a clear brand essence – a concise statement that captures your core values, personality, and purpose. This essence should serve as the foundation for your entire brand identity, bridging your legacy with modern relevance.

For the visual side, aim for a balance between tradition and modernity. A great example is Spellbrand’s work with Watson Bros., a 135-year-old gunmaker. They combined elegant typography with a fresh icon, applying it across packaging and a new product line. The result? A brand that honours its 1885 London heritage while appealing to today’s discerning customers.

On the verbal side, keep your language simple and relatable, ensuring your brand story remains engaging without losing its historical depth. Southern Comfort, for instance, worked with Helms Workshop to revive its late 1800s New Orleans roots. They introduced updated iconography and sharp messaging to position the brand as a standout in its category.

In the UAE, take extra care to create bilingual designs that blend Arabic and Latin typography effortlessly. Test historical logos and emblems for readability at small sizes, such as app icons or mobile UI elements, as these are crucial for digital interactions. As Brand Vision advises:

The leadership lesson is to treat heritage as a design input, not a museum. You can simplify a cue, but you should understand what memory structure it carried and what replaces it.

When rolling out your updated identity, timing is everything. Lead with product-focused messaging before introducing broader brand narratives. For example, Jaguar’s 2024 rebrand faced criticism because it debuted with a lifestyle video that didn’t feature any cars, creating a disconnect between the brand story and its products. Avoid this mistake by ensuring your message aligns with your offerings.

Once your identity is in place, it’s time to measure its impact.

Measuring Heritage Branding Impact

To assess the success of your heritage branding, adopt a structured evaluation process. Kantar’s MDS Framework is a helpful tool to measure whether your brand is Meaningful (offering relevant benefits), Different (standing out in the market), and Salient (staying top-of-mind).

Phase	Timeline	Key Metrics to Track
Recognition	30 Days	Attribution of visual elements in ads; audience feedback on clarity versus confusion
Demand	90 Days	Growth in branded search queries; direct traffic; returning visitor numbers
Willingness to Pay	180 Days	Increase in premium-priced leads; mentions of higher price points in customer feedback
Pipeline Efficiency	Post-Launch	Conversion rates; dealer inquiries; waitlist signups; follow-through on leads

Pay close attention to distinctive asset recognition. Can your audience identify your brand in low-context situations, like recognising a logo without your name attached? Also, monitor how your heritage reset influences organic growth and search visibility.

As Brand Vision puts it:

A rebrand should be evaluated like a strategy, not like a design review. That requires a scorecard that connects perception to behaviour.

Focus on building trust as a form of equity, rather than chasing clicks or impressions. Heritage brands often hold a deeper emotional connection with their audience, which is something newer competitors can’t easily replicate.

For businesses in the UAE seeking expert guidance on heritage branding, Brand Husl offers tailored services. They specialise in brand audits, identity design, and strategy development, ensuring your brand resonates both locally and globally. Their expertise spans digital and print mediums, with a keen understanding of what works in the UAE market.

Conclusion

Heritage branding offers businesses in the UAE a powerful edge. Examples like Jarlsberg, Corona, and Cunard highlight how brands can balance their legacy with a modern appeal. Closer to home, ADCOOP’s 2024 transformation, incorporating traditional Emirati symbols, showcases how heritage can be creatively woven into a brand’s identity.

In a multicultural market like the UAE, the challenge isn’t just about preserving history – it’s about crafting identities that connect across both Arabic and English-speaking audiences. ADCOOP’s use of traditional Emirati doors and the Arabic "Hamza" is a perfect example of how cultural elements can bridge heritage with contemporary design. This bilingual approach ensures consistency and recognition across diverse demographics, proving that tradition and modernity can coexist in a way that resonates deeply.

Heritage fosters trust in ways that digital impressions alone cannot. Paul Bloom, Professor of Psychology at Yale University, captures this sentiment perfectly:

We are obsessed with origin and history … things get value because of their history.

This trust becomes a brand’s most powerful asset. As these case studies show, blending heritage with innovation creates a foundation for lasting loyalty.

However, successfully implementing heritage branding requires expertise. A thorough audit, cohesive brand blueprint, and strategic execution are essential. Companies like Brand Husl specialise in guiding UAE businesses through this process. From brand audits to identity design and implementation across signage, packaging, and digital platforms, they ensure your heritage story connects locally and globally while staying true to its roots.

Thriving brands don’t just preserve their past – they use it as a springboard for innovation. As the examples above demonstrate, recognising and embracing heritage can set your brand apart in a competitive market.

FAQs

What is heritage branding?

Heritage branding is all about tapping into a brand’s history, traditions, and reputation to create a strong, relatable identity. By holding on to essential elements like classic logos or time-honoured craftsmanship, this strategy keeps the brand’s core values alive while still staying relevant in today’s market. This mix of nostalgia and modern appeal helps brands foster trust, create emotional bonds, and stand out in crowded industries.

How do I run a heritage audit for my brand?

Start by pinpointing the key elements that define your brand’s heritage – this includes its origins, core values, and historical reputation. These aspects form the foundation of your legacy and play a crucial role in building trust, credibility, and a sense of quality.

Next, take a close look at your brand story. Does it seamlessly tie together your past, present, and future? This connection is essential for creating a narrative that resonates. Look for ways to highlight or refresh your heritage to ensure it complements your current strategy and strengthens your brand identity.

How can UAE brands balance heritage with modern design?

UAE brands have a unique opportunity to merge heritage with modern design by incorporating cultural elements – like traditional motifs, Arabic calligraphy, and symbols – into sleek, contemporary aesthetics. For instance, refining Arabic typography or developing bilingual brand identities not only maintains a sense of authenticity but also ensures relevance in today’s dynamic market.

This strategy is particularly effective in the UAE’s multicultural environment, where it can create deeper connections with diverse audiences. Branding agencies such as Brand Husl specialise in crafting identities that respect tradition while seamlessly integrating innovative design across modern platforms.

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