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

Journal of Marketing, Vol. 67, pp. 19-33, July 2003

16 Pages Posted: 11 Mar 2012

See all articles by Stephen Brown

Stephen Brown

Ulster University

Robert Kozinets

York University - Schulich School of Business

John Sherry

affiliation not provided to SSRN

Date Written: 2003

Abstract

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 uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.

JEL Classification: Old Brands, New Tricks, Retro Branding, Brand Meaning

Suggested Citation

Brown, Stephen and Kozinets, Robert and Sherry, John, Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning (2003). Journal of Marketing, Vol. 67, pp. 19-33, July 2003, Available at SSRN: https://ssrn.com/abstract=2016363

Stephen Brown (Contact Author)

Ulster University ( email )

Northland Road
Londonderry, BT48 7JL
Northern Ireland

Robert Kozinets

York University - Schulich School of Business ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

John Sherry

affiliation not provided to SSRN

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