教老品牌新技巧：复古品牌和品牌价值的复苏[外文翻译].doc

标题:Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning
原文: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 (munity), and Antinomy (brand paradox). Retro brand meanings are predicated on a munal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.
America has no now.... Our culture posed of sequels, reruns, remakes, revivals, reissues, re-releases, recreations, re-enactments, adaptations, anniversaries, memorabilia, oldies radio, and nostalgia record collections.
—e Carlin, Brain Droppings, 1998
Brand extension, the use of an existing brand name to introduce a new product or service (Keller 1993,1998), is an important marketing tactic that has attracted considerable academic interest (., Desai andKeller 2(X)2; John, Loken, and Joiner 1998). However,another form of brand extension strategy is gaining prominence and requires urgent research attention. Many long abandoned brands have recently been revived and essfully relaunched (Franklin 2002; Mitchell 1999; Wansink 1997), so much so that marketers appear in the midst of a "retro revolution" in which revivals of old brands and their Images are a powerful management option (Brown 2001).
The rise of retro brands places marketing in an interesting conceptual quandary. On the one hand, marketers are continually reminded of the need for product differentiation, that today's marketing environment demands strong brand identities and decries imitation (Aaker 1996). On the other hand, contemporary markets are suffused with updated imitations, such as retro brands, many of which are proving enormously popular (Franklin 2(X)2; Nau