The recognition of a historical brand is undoubtedly a source of pride for the company that receives it. This is not only a symbol of prestige, but also testimony to its solidity and the reputation it has gained over the years. A symbol of reliability, quality and experience that the company offers its customers. In an increasingly competitive market, owning a historical brand inspires confidence and allows the company to stand out from its competitors, creating a unique, distinct identity in the commercial landscape. A historical brand has the power to evoke emotions and memories in consumers, creating an emotional bond that goes beyond the mere commercial relationship and represents a cultural and industrial heritage to be preserved and enhanced for future generations.

In 2024, the SAME tractor brand made history in Italian industry by entering the special Register of Historic Brands of National Significance. The Ministry of Business and Made in Italy established the register to recognise and safeguard outstanding brands that have been in operation for over 50 years and have strong ties with Italy.

Research work by the SDF Historical Archive has been crucial and, thanks to preserved, catalogued records, proved that there has been uninterrupted use of the brand from 1972 to the present day. For each year, documents on which the brand was clearly indicated were provided to the Ministry as evidence, including adverts, technical documents, letterheads and contracts.

This official national recognition further enhances the value of the SAME brand which, with its distinctive red tractors, has been at the forefront of Italian agricultural mechanisation for over 80 years.

So how can a historical brand be used?

1. Marketing and advertising: a historical brand can be used in brochures, promotional videos and on social media to communicate more effectively.
2. Products and services: a historical brand can be applied to products and services provided by the company (packaging, product labelling, invoices and customer communications).
3. Events and celebrations: in special events and celebrations to commemorate a company’s achievements throughout its history and/or to launch new products.
4. Education and awareness: a historical brand can become a tool for sharing a company’s history and values with employees, customers/suppliers, schools and private individuals.

Ultimately, a historical brand is a valuable asset for a company and can be used in multiple ways to consolidate its reputation, stand out from the others on the market, and preserve its legacy for future generations.