Is the Idea of brand heritage dead? Kodak -- established in 1892 was the inventor of the digital camera and its predecessor, the original handheld camera. Last year its digital imaging patents were sold off to hold of bankruptcy, and this week it was announced that the firm is to cut 1,000 jobs by the end of the year. Meanwhile Instagram , at just two years old was sold to Facebook for $1bn, which begs the question -- is there still value in brand heritage? Traditionally company heritage was a badge of honour and brand longevity brought connotations of quality and desirability. A recognisable logo is historically a mark of trust, but today it seems this is not enough to sustain high brand equity. Nokia was once the biggest mobile business in the world, but the company's share price has fallen by more than 85% in the last four years and dropped further last week when it failed to announce a release date or pricing for the next generation of its phones. Nokia's fall from grace seemed to coincide with the introduction of Apple 's iPhone, when the brand failed to stay ahead of the competition in terms of innovation. The latest models are seen as a make or break moment for the Finnish firm, which posted a 650m loss in a recent quarterly report. It may be that some global market leaders become complacent and rely on their former glory rather than continuing to push the boundaries of creation