What is heritage marketing?

Heritage marketing is a form of communication used to denote the historical heritage of a brand, also called brand heritage or even that of a company, termed corporate heritage.

In practice, it's the set of all marketing activities that work on the historical heritage of the brand to strengthen its market positioning.

Heritage marketing is involved in a range of activities aimed at:

• Consolidating the image and reputation: of the company or its brands;
• Reinforcing its market positioning; 
• Making a value proposition based on tradition;
• Creating a distinctive identity: The historical heritage of a brand distinguishes us from all others and is something unique, different, and inimitable;
• Create trust: a company that has been in the market for a long time is much more trusted, as it communicates a message of stability and reliability;
• Create engagement: through storytelling, the story of a company is told in a way that involves and excites the customer.

Heritage marketing activities, seek to convey to the public, the identity or personality of the brand through retro-branding advertising campaigns (a communication strategy based on rediscovering the history of a brand, its values or products from the past). 

These aim to achieve the emotional involvement of the consumer through memories associated with using the products.

So, the consumer is stimulated to recall in their mind the stories and memories associated with the products of a particular company, to empathize with the product's history and identify part of themselves with the reference brand.

Why is it important to implement a heritage marketing strategy?

Companies can rely on an invaluable asset called heritage marketing. Literally, it means “marketing of inheritance” and represents a historical legacy of a company built over the years.

Implementing a heritage marketing strategy is a fundamental element to stand out from your competitors.

It represents a strength that companies exploit to foster loyalty among customers, and to make Please note that I've translated only the portion you provided. The last sentence seems incomplete and therefore was left as it is at the end. bringing back happy memories associated with a particular product or company.

The resources used through heritage marketing are considered “relational” because it creates relationships with the public, with investors, with bloggers, and with all the experts in the field.

Heritage marketing is very important because  brand identity and the recognizability of a brand play a central role that affects consumer choice.