Construct · 1 fields · 1 citations

retro branding: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

relaunching historical brands with updated features, drawing on nostalgic meanings that consumers co-create.

In marketing, retro branding refers to relaunching historical brands with updated features, drawing on nostalgic meanings that consumers co-create. This meaning comes from Brown (2003) in Journal of Marketing.[1]

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References

Brown, S., Kozinets, R. V., & Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, 67(3), 19-33. https://doi.org/10.1509/jmkg.67.3.19.18657

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