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- handle: 10670/1.27uyg1
- Hallegatte Damien. Retrobranding : selling the past. Dans : 2014 AMA Winter Marketing Educators Conference , 21 au 23 février 2014, Orlando, Floride, États-Unis.
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Ce document est lié à :
https://constellation.uqac.ca/id/eprint/2813/
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Group dynamics Association Groups, Social Salesmen and salesmanship Salesmanship Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing Human emotions Passions Feelings Concept formation Retro marketingCiter ce document
Damien Hallegatte, « Retrobranding : selling the past », Constellation - Université du Québec à Chicoutimi, ID : 10670/1.27uyg1
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Brand revitalization and retrobranding are two distinct concepts. The latter preserves the association between an iconic brand and the past using a discontinued link to a specific historical period with the aim of creating feelings of nostalgia, while ensuring the brand remains authentic. In retrobranding, the past is desirable in itself.