Heritage brands are long-established, widely recognized brands strongly associated with a country’s identity or a region’s industrial history. This concept, while open to various interpretations, is a subject of debate due to some brands’ unrealistic claims to this prestigious status. Some even add the idea of ​​widespread public attachment to this definition, but this remains debatable, as it implies that any heritage brand must be universally appreciated.

In France, the Michelin brand is often cited as the perfect example of a heritage brand, fulfilling all the criteria of this definition. However, many other brands, in diverse sectors such as automotive, food (Cachou Lajaunie, Carambar, etc.), or luxury goods, can also claim this status. In the luxury sector, the notion of a heritage brand is closely linked to elements such as architecture, culture, craftsmanship, industry, as well as regional or national history.

The status of a heritage brand can justify certain practices, such as preserving heritage or highlighting centuries-old traditions. For example, a luxury brand can strengthen its heritage image by being featured on a television program dedicated to heritage. An interesting example is that of a group specializing in the acquisition and revitalization of heritage brands.