Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

  title={Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning},
  author={S. Brown and R. Kozinets and J. Sherry},
  journal={Journal of Marketing},
  pages={19 - 33}
  • S. Brown, R. Kozinets, J. Sherry
  • Published 2003
  • Sociology
  • Journal of Marketing
  • Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an… CONTINUE READING
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