Essays about: "Retro branding"

Found 4 essays containing the words Retro branding.

1. 1. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?

   University essay from Göteborgs universitet/Graduate School

   Author : Rasmus Pihl; Alexander Svensson; [2020-06-23]
   Keywords : Retro branding; craft beer brands; authenticity; enchantment; consumer culture theory CCT ;

   Abstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE

3. 2. Activating Brand Nostalgia: A case study of Cuba Cola and Igloo

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecca Roos; Rebecka Corell; Zakariae Fouzbi; [2020]
   Keywords : Brand heritage; Retro brands; Nostalgia; Corporate Brand Identity Matrix; 4A:s of Retro Branding; Relaunch; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this study is to understand the strategic choices made to activate nostalgia in the relaunches of Igloo and Cuba Cola. Methodology: Qualitative research based on primary and secondary data. Primary data was created by three interviews. READ MORE

4. 3. Brand revitalization in the music industry: a case study approach

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Edoardo Macelloni; Max Beckers; Eva Salmon; [2020]
   Keywords : Brand Revitalization; Retro-Branding; Brand Awareness; Music Industry; Nostalgia; Disruption; Iconic bands; Ageing; Business and Economics;

   Abstract : Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again. Research questions: a) Why do brands have need for brand revitalization? b) What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future? c) How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands? Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. READ MORE

5. 4. Activating A Brands Track Record Using Retro Branding

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Niklas Heed; Malte Bäck; [2019]
   Keywords : Retro Branding; Retro Brand; Brand Track Record; Strategic Brand Management; Social Sciences;

   Abstract : Title: Activating a Brands Track Record using Retro Branding; Looking to the Past to Shape the Future. Date of Seminar: 2019-06-03 Course: BUSN39 Degree Project in Global Marketing Authors: Malte Bäck & Niklas Heed Supervisor: Mats Urde Keywords: Retro Branding, Retro Brand, Brand Track Record, Strategic Brand Management Purpose: The purpose of this thesis is to explore the phenomenon of retro branding and how it can activate a corporate brands track record, from a strategic brand management perspective. READ MORE