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={Stephen Brown and Robert V. Kozinets and John F. Sherry},
  journal={Journal of Marketing},
  pages={19 - 33}
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… 
Assessing the revival potential of brands from the past: How relevant is nostalgia in retro branding strategies?
This study focuses on retro branding practices, that is, the revival of brands belonging to a prior historical period. We verified empirically the relationship between a retro branding strategy
The Production and Consumption of Retro Brands Beyond Meaning Revival
While past research articulates retro branding predominantly as brand meaning revival, our findings from a historical analysis of the production and consumption of retro brands in Germany reveal how
Retro branding: cases from Indian scenario
A recent marketing phenomenon in the Indian marketing scenario is that reviving the abandoned brand or relaunching them. Retro branding has created a new buzz in the competitive Indian market place.
Brand Retrofication: How East German Consumers Animate a Retro Brand Market to Create a Revisionist Eastern Consumption Culture
The present research uses a mixed-method approach to investigate implicit / explicit attitudes towards sustainable luxury. Quantitative results showed participants predominantly associated luxury
The Starbucks Brandscape and Consumers' (Anticorporate) Experiences of Glocalization
Prior studies strongly suggest that the intersection of global brands and local cultures produces cultural heterogeneity. Little research has investigated the ways in which global brands structure
Blending the past and present in a retro branded music concert: the impact of nostalgia proneness
Purpose Retro branding is gaining unprecedented momentum. This study aims to empirically examine the moderating impact of nostalgia proneness on the relationship between retro branding and consumer
China's old brands: commercial heritage and creative nostalgia
Abstract China's commercial revival of the 1980s initiated a wave of nostalgia for old brands, which various political and commercial actors spent the subsequent four decades trying to develop,
Developing a brand heritage model for time-honoured brands: extending signalling theory
ABSTRACT Numerous time-honoured brands have been authenticated by governments and other organizations; however, there is little understanding of this special but important type of brand. Drawing on


Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
Brands are today under attack by an emerging countercultural movement. This study builds a dialectical theory of consumer culture and branding that explains the rise of this movement and its
Building Strong Brands
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, "Managing Brand Equity, " managers
Brand Community
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.
Making Old Brands New
Burma Shave, Brylcreem, Pepsodent, Ovaltine, William’s Lectric Shave, RC Cola, Barbasol, Hi Karate cologne, Black Jack Gum. At one point, these brands all enjoyed wide name recognition and impressive
Marketing - The Retro Revolution
Remembering Marketing The Future is History PART ONE: PUTTING THE 'CON' INTO CONCEPT Reviewing Marketing The Defective Vision of Theodore Levitt Redeeming Marketing The Spiritual Side of Trade
Medieval Allegory: Roots of Advertising Strategy for the Mass Market
The author examines the medieval literary tradition of allegory and relates it to contemporary advertising. Allegory is characterized by the use of metaphor, personification, and moral conflict. This
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products
The Commodification of the American West: Marketers’ Production of Cultural Meanings at the Trade Show
The author employs critical ethnographic methods to examine empirically marketers’ processes of producing cultural meanings at a western stock show and rodeo. Western cultural meanings and values of
Building Brand Community
A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand,
The commodification of the past, postmodern pastiche, and the search for authentic experiences at contemporary heritage attractions
Aims to explore the nature of authenticity as defined and constructed by visitors to sites of heritage. The concept of authenticity is explored through the literature relating to the commodification