Capturing the essence of a brand from its history: The case of Scottish tourism marketing

History has a habit of repeating itself but many people tend to forget this. This paper sets out to show how the history of Scottish tourism becomes a pattern for the future. In a climate of consumer trends, such as escapism, wellbeing and culture, the past becomes a retrospect of the future. By focusing on experience, cultural capital and authenticity, a marketing proposition is created through a brand essence that reinforces the philosophy that history is the future. Journal of Brand Management (2005) 13, 134–147; doi:10.1057/palgrave.bm.2540253