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When you give a gift you care about two things: 1. Its quality 2. Its price Long running brands ensure both #1 and that the recipient will know how much you spent because they recognize the brand (#2). I think this is a better way to explain See's than through it's heritage.
Enjoyed reading your article btw. Trying to build a mittelstand company myself. Any good books on the phenomenon you recommend?
Thanks. The best-known books on the classic Mittelstand phenomenon (i.e. companies with huge market shares in niche industries) are "Hidden Champions" and its sequel "Hidden Champions of the 21st Century" by Hermann Simon:https://www.amazon.com/Hidden-Champions-Lessons-Worlds-Companies/dp/0875846521/ref=sr_1_2?ie=UTF8&qid=1517740713&sr=8-2&keywords=hidden+champions …
I'm not sure there are any books on the "Quality Brand Mittelstand" phenomenon, which is kind of the inverse of the classic Mittelstand (ie a company with a small, yet profitable share of a huge, well-known industry). I think books on the luxury goods industry come closest.
I haven't read this book yet, but it looks intriguing as an alternate take on luxury brands: https://www.amazon.com/Luxury-Lies-Marketing-Shattering-Illusions-ebook/dp/B00HP4KDRY/ref=sr_1_1?ie=UTF8&qid=1517743043&sr=8-1&keywords=luxury+lies+marketing …
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