老品牌新的教学技巧复古品牌和品牌复兴的意义外文翻译.docx
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老品牌新的教学技巧复古品牌和品牌复兴的意义外文翻译.docx
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老品牌新的教学技巧复古品牌和品牌复兴的意义外文翻译
标题:
TeachingOldBrandsNewTricks:
RetroBrandingandtheRevivalofBrandMeaning
原文:
Retrobrandsarerelaunchedhistoricalbrandswithupdatedfeatures.Theauthorsconducta"netnographic"analysisoftwoprominentretrobrands,theVolkswagenNewBeetleandStarWars:
EpisodeI—ThePhantomMenace,thatrevealstheimportanceofAllegory(brandstory).Aura(brandessence),Arcadia(idealizedcommunity),andAntinomy(brandparadox).RetrobrandmeaningsarepredicatedonaUtopiancommunalelementandanenliveningparadoxicalessence.Retrobrandmanagementinvolvesanuneasy,creativity,andoccasionallyclamorousalliancebetweenproducersandconsumers.
Brandextension,theuseofanexistingbrandnametointroduceanewproductorservice(Keller1993,1998),isanimportantmarketingtacticthathasattractedconsiderableacademicinterest(e.g.,DesaiandKeller2(X)2;John,Loken,andJoiner1998).However,anotherformofbrandextensionstrategyisgainingprominenceandrequiresurgentresearchattention.Manylongabandonedbrandshaverecentlybeenrevivedandsuccessfullyrelaunched(Franklin2002;Mitchell1999;Wansink1997),somuchsothatmarketersappearinthemidstofa"retrorevolution"inwhichrevivalsofoldbrandsandtheirImagesareapowerfulmanagementoption(Brown2001).
Theriseofretrobrandsplacesmarketinginaninterestingconceptualquandary.Ontheonehand,marketersarecontinuallyremindedoftheneedforproductdifferentiation,thattoday'smarketingenvironmentdemandsstrongbrandidentitiesanddecriesimitation(Aaker1996).Ontheotherhand,contemporarymarketsaresuffusedwithupdatedimitations,suchasretrobrands,manyofwhichareprovingenormouslypopular(Franklin2(X)2;NaughtonandVlasic1998;Wansink1997).
Howcanmarketingacademicsandpractitionersmakesenseofthisconceptualconundrum?
Whatarethecausesofretrobrandproliferation?
Howdoretrobrandshelpimproveunderstandingofthemanagementofbrandmeanings?
WhatdoretrobrandsrevealaboutsuchimportantissuesasbrandStephenBrownisProfessorofMarketingResearch,UniversityofUlster,Newtownabbey,NorthernIreland.RobertV.KozinetsisAssistantProfessorofMarketing,andJohnF.SherryJr.isProfessorofMarketing,KelkjggSchoolofManagement,^4orthwesternUniversity.TheauthorsthankBrianSternthalandtheKelk)ggmarketingfacultyforconstructivesuggestions.TheauthorsalsothankthethreeanonymousJMreviewersfortheirconstructiveadvice,enthusiasm,andencouragement.personality,person-brandrelationships,andbrandcommunities?
Weinvestigateretrobrandstodeveloppracticaltheorythatcontributestomarketingprinciplesandpractice,particularlybrandmanagement.AkintoKeller(1993),weaimtoinformmanagersandresearchersinterestedinthestrategicaspectsofbrandequity.Westudyretrobrandsfromtheperspectiveofconsumersandconceptualizetheimplicationsofthisinformationformarketingpractitioners.
Weanimateandillustrateourinvestigationofretrobrandmarketingthroughanempiricalanalysisoftwoprominentexemplars.Afterbrieflyexaminingthebackgroundliteratureonthreeinterdependentconcepts—brandrevival,brandheritage,andnostalgia—wedevelopourconceptualizationofretromarketingandretrobrands.Wethendescribeourmethodology,whichisfollowedbyadetailedanalysisoftworetromarketingexemplars,andweconcludewithaconsiderationofourfindings'implicationsforpracticingbrandmanagers.
TheoreticalFoundations
NostalgiaandHeritage
Astheepigraphexemplifies,thelatetwentiethcenturywascharacterizedbyanastonishing"nostalgiaboom"(NaughtonandVlasic1998,p.58),andmanymarketingscholarshaveexaminedthatphenomenon(seealsoHarris2000;Leadbeater2002;Redhead2000).Stern(1992),forexample,attributesthelatter-dayadventofnostalgicadvertisingtothefindesiecleeffect,orhumankind'spropensitytoretrospectascenturiesdrawtoaclose.Belk(1991)contendsthatpersonalpossessions,suchassouvenirs,photographs,heirlooms,antiques,andgifts,serveasmaterializationsofmemoryandevokeapowerfulsenseofthepast.HolbrookandSchindler(1989,1994,1996)havedevelopeda"nostalgiapronenessscale"andhavetesteditinvariousmemory-richdomains(e.g.,music,movies,fashionmodels,classiccars)andamongdifferentdemographiccohorts.Penaloza(2(XX),p.105)notestheimportanceofexpandingtheconceptionofhistoryas"asourceofmarketvalue"andaculturalmarkeroflegitimacyandauthenticity.Thompson,JournalofMarketingVol.67(July2003),19-33TeachingOldBrandsNewTricks/19PoUio,andLocander(1994)reportthatclassicbrandsnotonlyembodythemoralvaluesofcraftsmanshipandlastingvaluebutalsoharkbacktoatimewhentheworldseemedsafer,morecomprehensible,andmuchlesscommercial.Therearealsonumerousconferencepapersandanalogousacademicanalysesoftherecentretrospectivepropensity(BakerandKennedy1994;Baumgartner1992;Goulding1999,2000;HavlenaandHolak1991,1996;Hirsch1992;HolakandHavlena1992;RindfleischandSprott2000;Romanyshyn1989;Stevens,Brown,andMaclaran1998).
Althoughthereisarichmarketingliteratureonthemainspringsoftoday'snostalgiaboom,thescholarlytouchstoneremainsDavis's(1979)much-citeddistinctionbetweenpersonalandcommunalnostalgia.Theformerisassociatedwithindividuallifecycles;aspeopleage,theyarewonttoreflectonthepalmydaysoftheiryouth.Thelatter,conversely,occursatasocietallevelinthewakeofepochalchangesprecipitatedbywars,revolutions,invasions,economicdislocations,orenvironmentalcatastrophes.Thus,theGreatDepressionofthe1930swasaccompaniedbyaprofoundlyretrospectiveperspective(Lears1994);thesocialturmoilofthelate1960striggeredthenostalgiaoutbreakofthe1970s(Schulman2001);andthepost-Communist,newworldorderoftheearly1990screatedconditionsconducivetothesubsequentriseofretro(Leadbeater2002).
Personalandcommunalnostalgiaarecloselyintertwined,nowheremoresothaninmarketing.Long-establishedbrandsevokenotonlyformerepochsbutalsoformerselves.Oldbrandsservetobindconsumerstotheirpastsandtothecommunitiesthatsharedthosebrands.AccordingtoMcAlexander,Schouten,andKoening(2002),brandslinkpeopleintocommunitieswithcommoninterests(seealsoMunizandO'Guinn2(X)1).Atemporalcomponentcanreadilybeaddedtothis(Bergadaa1990),wherebyoldbrandsevokepastevents.Becausebrandscanbelinkedwithevents(Keller1993),theassociationsoftheeventbecomeassociatedwiththebrand.
Indeed,oldbrandsmaylinkpeopletogetherevenmorepowerfully,becausetheystronglyevokeasenseofaUtopianpastandbecauseoftheclose-knit"caringandsharing"communitiesthatareassociatedwithit(Kozinets2002a,p.21).Therefore,itmightbeexpectedthatintimesofthreatorofsocio-culturalandeconomicturbulence,nostalgiawouldprovideasenseofcomfortandclose-knitcommunity,asafehaveninanunsafeworld.ConceptualizingbrandsisthismannercombinestheindividualnostalgiathatBelk(1991)exploresandHolbrookandSchindler(1989,1994,1996)psychometricwiththecommunalnostalgiathatStern(1992)cogentlytheorizes.Inthisconception,oldbrandsarerichwithbothpersonalandcommunalassociations.Theycanbeinvestedwiththesamelegitimizing,authenticating,marketvalueofhistory.
Thescholarlyimplicationsofthispersonal-communalmeldingareclear.Conventionalmarketingwisdomsuggeststhatrepositioningisonemethodofrevitalizingabrand(Aaker1991).Brandheritageisperceivedasusingmarketing-mixvariablesthatinvokethehistoryofaparticularbrand,includingallitspersonalandculturalassociations.AnexampleistherichhistoricalassociationsoftheCoca-ColabrandwithAmericana,patriotism,globalization,SantaClaus,andChristmas.However,becauseculturesarecomplexandindividualsheterogeneous,heritageisoftenanambivalentlegacy.Inlaunchingnew,improved,orcutting-edgeproducts,aspectsofheritagemightprovealiability.Heritage,moreover,mightneedtobecreatedandmanaged,astheliteratureon"inventedtraditions"attests(HobsbawmandRanger1983).Althoughconceptionsofbrandheritageprovideoneroutetoanunderstandingoftheprocessofbrandrenewal,theydonotholisticallycapturetheintriguingdynamicsofretromarketingingeneralandbrandrevivalinparticular.
BrandRevivalandRetromarketing
Thereisconsiderableoverlapamongnostalgia,brandheritage,andbrandrevival.Revivedorretrogoodsandservices(weuseretrosynonymouslywithrevivedbrands)tradeonconsumers'nostalgicleanings.Familiarslogansandpackages,forexample,invokebrandheritageandevokeconsumers'memoriesofbetterdays,bothpersonalandcommunal.ThesuccessoftheMuseumStore,PastTimes,RestorationHardware,andsimilarretailersof"exact"reproductionsandthecontinuingpopularityofheritage-basedcampaignsforbrandssuchasBudweiser,JohnHancock,andIvoryindicatethatdemandexistsforallegedlyauthenticreproductionsofpastbrands.
Theproblemwithexactreproductions,however,isthattheydonotmeettoday'sexactingperformancestandards.Retroproducts,bycontrast,combineold-fashionedformswithcutting-edgefunctionsandtherebyharmonizethepastwiththepresent(Brown1999,2001).Inthisregard,considertheChryslerPTCruiser,whichamalgamatestheshapeofa1940ssedanwiththelatestautomotivetechnologytoproduceafuturisticcarwithanachronisticstyling.AnotherstrikingexampleisNike'sMichaelJordanXIRetroSneakers.Theseshoesmaylooklikeamonu
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