标题:TeachingOldBrandsNewTricks:RetroBrandingandtheRevivalofBrandMeaning原文: "analysisoftwoprominentretrobrands,theVolkswagenNewBeetleandStarWars:EpisodeI—ThePhantomMenace,thatrevealstheimportanceofAllegory(brandstory).Aura(brandessence),Arcadia(munity),andAntinomy(brandparadox).,creativity,asionallyclamorousalliancebetweenproducersandconsumers. Brandextension,theuseofanexistingbrandnametointroduceanewproductorservice(Keller1993,1998),isanimportantmarketingtacticthathasattractedconsiderableacademicinterest(.,DesaiandKeller2(X)2;John,Loken,andJoiner1998).However,(Franklin2002;Mitchell1999;Wansink1997),somuchsothatmarketersappearinthemidstofa"retrorevolution"inwhichrevivalsofoldbrandsandtheirImagesareapowerfulmanagementoption(Brown2001). ,marketersarecontinuallyremindedoftheneedforproductdifferentiation,thattoday'smarketingenvironmentdemandsstrongbrandidentitiesanddecriesimitation(Aaker1996).Ontheotherhand,contemporarymarketsaresuffusedwithupdatedimitations,suchasretrobrands,manyofwhichareprovingenormouslypopular(Franklin2(X)2;NaughtonandVlasic1998;Wansink1997). Howcanmarketingacademicsandpractitionersmakesenseofthisconceptualconundrum?Whatarethecausesofretrobrandproliferation?Howdoretrobrandshelpimproveunderstandingofthemanagementofbrandmeanings?WhatdoretrobrandsrevealaboutsuchimportantissuesasbrandStephenBrownisProfessorofMarketingResearch,UniversityofUlster,Newtownabbey,,,KelkjggSchoolofManagement,^)
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