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={S. Brown and R. Kozinets and J. 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… CONTINUE READING
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