The Power of Tradition in Brand Marketing

The role of tradition in brand marketing is significant as it helps to establish a sense of continuity, trust, and authenticity, which can strengthen brand identity and loyalty. Traditions create emotional connections with consumers, as they often evoke nostalgia and a sense of belonging. By maintaining and promoting long-standing traditions, brands can differentiate themselves in a competitive market and build a loyal customer base that values the consistency and heritage of the brand (Merchant & Rose, 2013). The Wimbledon Championships serve as a prime example of a brand that successfully incorporates tradition into its marketing efforts.  Started in 1877, the iconic Wimbledon Championships are hosted every summer at the All England Lawn Tennis & Croquet Club (AELTC) in England  (Wimbledon, 2024). The third of the four grand slams, it’s perhaps the one with the most traditions. Having historically been the only tournament with a strict dress code, Wimbledon evokes a sense of exclusivity and authenticity.

The iconic grass courts, tennis players in whites, and of course hydrangeas all around the grounds. Traditions are deep-rooted in Wimbledon with its oldest tradition of consuming strawberries & cream,  dating back to the late 19th century (Wimbledon, 2024). Today, this tradition has become synonymous with the Wimbledon experience, symbolising elegance, tradition, and British summertime. The serving of strawberries and cream at Wimbledon not only satisfies the palate but also creates a sensory experience that engages spectators. Each tradition serves not only to maintain the tournament's distinctive character but also to evoke a sense of nostalgia among fans and participants alike. Consistently maintaining and upholding these traditions has created a very distinct image in the minds of consumers and perhaps this is why Wimbledon is the most-viewed tennis tournament worldwide (Statista, 2022). Moreover, traditions in brand marketing also serve as a narrative tool, allowing companies to tell stories that resonate with their target audience (Kapferer, 2012). For instance, the Wimbledon Championships use their rich traditions to tell a compelling story that reinforces the tournament's values of excellence, heritage, and sportsmanship. This narrative makes Wimbledon more relatable and memorable to tennis fans and spectators worldwide.

Furthermore, traditions can provide a framework for marketing campaigns, events, and promotional activities, offering a consistent theme that consumers can recognise and anticipate (Aaker, 2014). When I visited the Wimbledon grounds, during the championships, I was in awe. The colours, purple and green could be seen everywhere and contributed towards building a strong visual identity. The use of white broke the contrast ever so slightly and also paid homage to another tradition, wearing whites during the Championships. Another brilliant use of the distinct brand colours can be in the choice of plantation across the grounds. Purple hydrangeas, petunias and white roses, all complemented the brand colours and the choice of these specific flowers represents iconic flowers present in every English garden. This clever use of brand colours across all assets inspires unique brand associations in the minds of consumers and strengthens emotional bonds with the brand, encouraging repeat attendance and engagement across generations.

According to Daniel Ashmorethe head of Retail, Merchandise & Licensing at the AELTC, Wimbledon is evolving into a lifestyle brand. The brand now aims to court consumers and immerse them in a particular lifestyle even before they have any affinity towards the sport. It is a brilliant strategy that enables consumers to connect with the event's rich history and enjoy its unique atmosphere.

References

Aaker, D.A. (2015) Aaker on branding: 20 principles that drive success. New Delhi: SAGE Publications. 

Haworth, J. (2024) ‘Christmas in July': Wimbledon's evolution as a lifestyle brand proves it's not just a tennis tournament’, ABC News. Available at: https://shorturl.at/JlqGR (Accessed: 26 June 2024). 

Kapferer, J.-Noël. (2015) The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London etc.: Kogan Page. 

Merchant, A. and Rose, G.M. (2013) ‘Effects of advertising-evoked vicarious nostalgia on Brand Heritage’, Journal of Business Research, 66(12), pp. 2619–2625. doi:10.1016/j.jbusres.2012.05.021 (Accessed: 26 June 2024). 

Statista (2022) “Number of fans who follow or watch the tennis Grand Slam tournaments worldwide in 2022, by tournament” Available at: https://www.statista.com/statistics/1396457/tennis-grand-slam-fans-worldwide-by-tournament/ (Accessed: 26 June 2024).

Wimbledon (2024) Always like never before. Available at: https://www.wimbledon.com/index.html (Accessed: 26 June 2024).