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Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

Retro brands are relaunched historical brands with updated features. The authors conduct a netnographic analysis of two retro brands, the Volkswagen New Beetle and Star Wars: Episode I-The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antimony (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers. Printed Journal

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