Essays about: "retro marketing"

Found 5 essays containing the words retro marketing.

1. 1. Farming with Draft Animals: Using Retro Innovations for Sustainable Agrarian Development. : A case study of organic small-scale farming in Northern Italy.

   University essay from Stockholms universitet/Stockholm Resilience Centre

   Author : Anna Garre; [2022]
   Keywords : craftsmanship; interpretive method; draft animals; non-representational theory; Italian Alps; Po Valley; retro-innovation; farming styles; stewardship; sustainable agrarian development;

   Abstract : To farm more sustainably, some farmers are rediscovering and innovating knowledge, skills, and technologies that were used before the modernisation of agriculture in the 1950s. One such 'retro-innovation' is the use of draft animals as a source of labour on farms. READ MORE

3. 2. 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

4. 3. 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

5. 4. Nostalgic consumption behaviours among young generations in photography : A comparative approach of Instagram and analogue photography.

   University essay from Företagsekonomi

   Author : Evelyne Morlot; [2013]
   Keywords : photography; analogue; digital photography; instagram; social media; social network; nostalgia; authenticity; consumer research; consumer behaviour; consumer; retro marketing; youth; postmodernism;

   Abstract : With the emergence of digital cameras on phones, photography has become a popular routine. For some people, it is close to a form of ritual, every moment of the present is preciously archived and possibly shared to relatives on social media. This consumption of photography contrasts radically with the one practiced 20 years ago. READ MORE

6. 5. Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Victor Gårdh; [2009]
   Keywords : brand heritage; brand community; retro brands; brand identity; brand image; Husqvarna Motorcycles; BMW Motorcycles; Morgan Motor Company; Triumph Motor-cycles;

   Abstract : Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. READ MORE