Many of today’s most recognized and celebrated brands, such as Apple, Amazon, and Google, may seem to lead the forefront of innovation and dominate industry rankings with their relatively recent establishments in the grand timeline of business history.
However, the true testament to a brand’s strength often lies not just in its innovation but in its ability to endure through time. Despite the absence of modern technology and facing challenges such as pandemics without vaccines, economic depressions, and world wars, several companies have showcased remarkable resilience by thriving for over a century.
his narrative explores 10 iconic brands that have not only survived but flourished beyond the 100-year mark, proving the enduring power of brand legacy.
1- Coca-Cola
Founded in 1892 by pharmacist John S. Pemberton, Coca-Cola began as a medicinal tonic containing cocaine, reflecting the era’s less stringent standards for health remedies. It wasn’t until 1903 that the formula was revised to exclude cocaine, marking the beginning of its transformation into the world-renowned soft drink.
Over a century later, The Coca-Cola Company has evolved into a colossus of the beverage industry, introducing other beloved soda brands like Sprite, Fanta, Schweppes, and Diet Coke. This enduring legacy highlights the brand’s remarkable journey from a 19th-century health tonic to a global icon, still thriving more than 100 years after its inception.
2- J.C. Penney
Founded in 1902 by James Cash Penney and originally called The Golden Rule, J.C. Penney epitomized the principle of treating customers with respect and fairness. Starting from a single store in Kemmerer, Wyoming, the brand showcased immense potential over a century ago, growing through strategic international expansion and the innovative use of mail-order catalogs.
Today, despite facing significant challenges in the shifting retail landscape, J.C. Penney’s legacy continues. Its journey from a hopeful beginning to navigating the modern retail environment underscores a story of adaptation and resilience, enduring over 100 years in business.
3- UPS
Established in 1908 by teenagers James E. Case and Claude Ryan, UPS began its journey as the American Messenger Company, a modest start-up far younger than its counterpart, the USPS. Despite its relative youth, UPS has crossed the century mark, evolving significantly from its initial setup. The company underwent a pivotal change in 1925, adopting the name United Parcel Service, and it wasn’t until 1999 that UPS took a significant step by going public.
Today, UPS stands as a testament to over 100 years of growth and adaptation, having transformed from a small messenger service to a global leader in logistics and package delivery. This longevity reflects UPS’s ability to innovate and expand in response to the changing demands of commerce and communication.
4- Boeing
The Boeing Company, established in 1916 by William E. Boeing as Aero Products Company, quickly made a name for itself in military, air-mail, and passenger aviation. Renamed the Boeing Airplane Company a year later, it became a powerhouse, seemingly invincible for decades. However, the recent years have tested Boeing’s resilience: the 2018 and 2019 crashes of its star 737 Max led to a regulatory ban, and the pandemic further challenged the aviation industry, causing significant layoffs at Boeing.
Despite these hurdles, Boeing has shown signs of recovery, especially since the 737 Max’s return to the skies in 2021. This turnaround has reignited investor interest, with Boeing’s stock price reaching $209.53 by June 5, 2023. Over a century after its founding, Boeing continues to navigate through periods of turbulence, demonstrating its enduring presence in the aerospace sector.
5- L.L. Bean
L.L. Bean, initiated in 1912 by Leon Leonwood Bean, began its legacy with a focus on hunting shoes, positioning itself as a purveyor of rugged outdoor wear. Over the years, this focus expanded to encompass a broader range of apparel catering to outdoor enthusiasts, all while maintaining the brand’s hallmark of durability and comfort. Known for its extensive mail-order catalogs and quality winter gear, L.L. Bean has managed to stay privately owned through the decades.
Today, more than a century later, L.L. Bean continues to thrive, employing thousands and achieving significant annual sales. Its success story reflects not just the brand’s ability to adapt and expand its product line but also its commitment to quality and customer service, principles that have remained constant since its founding.
6- Harley-Davidson
Harley-Davidson, established in 1903, stands as the most venerable motorcycle brand in the United States, embodying a rich heritage that has become nearly synonymous with a rugged, leather-clad lifestyle. However, the iconic company has faced challenges in recent times, grappling with engaging a younger demographic. As of June 5, 2023, the company’s stock price was marked at $32.41, a stark contrast to its peak in November 2006 when it hit $75.50.
Despite these hurdles, Harley-Davidson’s storied past and cultural impact remain undisputed. Over a century since its inception, the brand continues to navigate the changing landscapes of consumer preferences and market dynamics, reflecting its enduring legacy and commitment to the spirit of motorcycling.
7- Kraft Foods
In 1903, James L. Kraft initiated Kraft Foods in Chicago as a humble cheese delivery service. The innovation didn’t stop there; James and his brother Charles soon developed a patented, spoil-proof processed cheese that won favor with the U.S. Army during World War I, marking the beginning of Kraft’s journey to becoming a household name. Over the years, Kraft’s identity and ownership have evolved, with significant shifts including its acquisition by tobacco conglomerate Philip Morris in 1988, which later became Altria Group. This led to a split, forming two distinct entities: Kraft, focusing on North America, and Mondelēz International, catering to the international market. The narrative took another turn in 2015 when Heinz merged with Kraft.
Through these transformations, Kraft Foods has demonstrated resilience and adaptability, surviving over a century in a competitive industry. Despite changes in ownership and market strategy, the brand has continued to grow and innovate, ensuring its place in kitchens around the world.
8- Kellogg’s
The journey of Kellogg’s began in 1894 with a simple bowl of corn flakes, leading to the official establishment of the company in 1900. Originally named The Battle Creek Toasted Corn Flake Company, it adopted the Kellogg’s brand in 1922 as it broadened its cereal production. Since then, Kellogg’s has not only been an innovator in the cereal market but has also expanded its portfolio to include prominent food brands like MorningStar and NutriGrain.
Over more than a century, Kellogg’s has remained at the forefront of the food industry, continuously adapting and expanding its product range to meet changing consumer tastes and preferences. Its evolution from a single-product company to a global food conglomerate highlights Kellogg’s enduring legacy and commitment to nourishment and innovation.
9- Equifax
Equifax, originally established as Retail Credit Company in 1899, has grown to be a towering presence in the consumer credit reporting sector by the mid-20th century. Its reputation faced a significant test in 2017 when a massive data breach exposed the personal information of 147 million people. However, the indispensability of Equifax’s services in the financial ecosystem has allowed it to weather the storm.
Despite the breach’s fallout, including public backlash and substantial financial losses estimated at $1.4 billion, Equifax has continued its operations, underscoring its resilience and critical role in global finance even in the face of adversity.
10- Target
Target, known today for its keen sense of current trends, boasts a rich history dating back to 1902 when it was established as Goodfellow Dry Goods. Over the decades, Target has distinguished itself from other big-box retailers by strategically appealing to younger demographics and emphasizing fashion-forward partnerships with renowned designers
This blend of historical legacy and modern retail innovation has solidified Target’s status as a beloved shopping destination in America, demonstrating its ability to evolve while maintaining its core appeal across generations.
These brands exemplify the remarkable capacity for businesses to adapt, innovate, and flourish through centuries, marking their indelible impact on the global market landscape.
