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

@article{Brown2003TeachingOB,
  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},
  year={2003},
  volume={67},
  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… 
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