1、标题TEACHINGOLDBRANDSNEWTRICKSRETROBRANDINGANDTHEREVIVALOFBRANDMEANING原文RETROBRANDSARERELAUNCHEDHISTORICALBRANDSWITHUPDATEDFEATURESTHEAUTHORSCONDUCTA“NETNOGRAPHIC“ANALYSISOFTWOPROMINENTRETROBRANDS,THEVOLKSWAGENNEWBEETLEANDSTARWARSEPISODEITHEPHANTOMMENACE,THATREVEALSTHEIMPORTANCEOFALLEGORYBRANDSTORYAUR
2、ABRANDESSENCE,ARCADIAIDEALIZEDCOMMUNITY,ANDANTINOMYBRANDPARADOXRETROBRANDMEANINGSAREPREDICATEDONAUTOPIANCOMMUNALELEMENTANDANENLIVENINGPARADOXICALESSENCERETROBRANDMANAGEMENTINVOLVESANUNEASY,CREATIVITY,ANDOCCASIONALLYCLAMOROUSALLIANCEBETWEENPRODUCERSANDCONSUMERSBRANDEXTENSION,THEUSEOFANEXISTINGBRANDNA
3、METOINTRODUCEANEWPRODUCTORSERVICEKELLER1993,1998,ISANIMPORTANTMARKETINGTACTICTHATHASATTRACTEDCONSIDERABLEACADEMICINTERESTEG,DESAIANDKELLER2X2JOHN,LOKEN,ANDJOINER1998HOWEVER,ANOTHERFORMOFBRANDEXTENSIONSTRATEGYISGAININGPROMINENCEANDREQUIRESURGENTRESEARCHATTENTIONMANYLONGABANDONEDBRANDSHAVERECENTLYBEEN
4、REVIVEDANDSUCCESSFULLYRELAUNCHEDFRANKLIN2002MITCHELL1999WANSINK1997,SOMUCHSOTHATMARKETERSAPPEARINTHEMIDSTOFA“RETROREVOLUTION“INWHICHREVIVALSOFOLDBRANDSANDTHEIRIMAGESAREAPOWERFULMANAGEMENTOPTIONBROWN2001THERISEOFRETROBRANDSPLACESMARKETINGINANINTERESTINGCONCEPTUALQUANDARYONTHEONEHAND,MARKETERSARECONTI
5、NUALLYREMINDEDOFTHENEEDFORPRODUCTDIFFERENTIATION,THATTODAYSMARKETINGENVIRONMENTDEMANDSSTRONGBRANDIDENTITIESANDDECRIESIMITATIONAAKER1996ONTHEOTHERHAND,CONTEMPORARYMARKETSARESUFFUSEDWITHUPDATEDIMITATIONS,SUCHASRETROBRANDS,MANYOFWHICHAREPROVINGENORMOUSLYPOPULARFRANKLIN2X2NAUGHTONANDVLASIC1998WANSINK199
6、7HOWCANMARKETINGACADEMICSANDPRACTITIONERSMAKESENSEOFTHISCONCEPTUALCONUNDRUMWHATARETHECAUSESOFRETROBRANDPROLIFERATIONHOWDORETROBRANDSHELPIMPROVEUNDERSTANDINGOFTHEMANAGEMENTOFBRANDMEANINGSWHATDORETROBRANDSREVEALABOUTSUCHIMPORTANTISSUESASBRANDSTEPHENBROWNISPROFESSOROFMARKETINGRESEARCH,UNIVERSITYOFULSTE
7、R,NEWTOWNABBEY,NORTHERNIRELANDROBERTVKOZINETSISASSISTANTPROFESSOROFMARKETING,ANDJOHNFSHERRYJRISPROFESSOROFMARKETING,KELKJGGSCHOOLOFMANAGEMENT,4ORTHWESTERNUNIVERSITYTHEAUTHORSTHANKBRIANSTERNTHALANDTHEKELKGGMARKETINGFACULTYFORCONSTRUCTIVESUGGESTIONSTHEAUTHORSALSOTHANKTHETHREEANONYMOUSJMREVIEWERSFORTHE
8、IRCONSTRUCTIVEADVICE,ENTHUSIASM,ANDENCOURAGEMENTPERSONALITY,PERSONBRANDRELATIONSHIPS,ANDBRANDCOMMUNITIESWEINVESTIGATERETROBRANDSTODEVELOPPRACTICALTHEORYTHATCONTRIBUTESTOMARKETINGPRINCIPLESANDPRACTICE,PARTICULARLYBRANDMANAGEMENTAKINTOKELLER1993,WEAIMTOINFORMMANAGERSANDRESEARCHERSINTERESTEDINTHESTRATE
9、GICASPECTSOFBRANDEQUITYWESTUDYRETROBRANDSFROMTHEPERSPECTIVEOFCONSUMERSANDCONCEPTUALIZETHEIMPLICATIONSOFTHISINFORMATIONFORMARKETINGPRACTITIONERSWEANIMATEANDILLUSTRATEOURINVESTIGATIONOFRETROBRANDMARKETINGTHROUGHANEMPIRICALANALYSISOFTWOPROMINENTEXEMPLARSAFTERBRIEFLYEXAMININGTHEBACKGROUNDLITERATUREONTHR
10、EEINTERDEPENDENTCONCEPTSBRANDREVIVAL,BRANDHERITAGE,ANDNOSTALGIAWEDEVELOPOURCONCEPTUALIZATIONOFRETROMARKETINGANDRETROBRANDSWETHENDESCRIBEOURMETHODOLOGY,WHICHISFOLLOWEDBYADETAILEDANALYSISOFTWORETROMARKETINGEXEMPLARS,ANDWECONCLUDEWITHACONSIDERATIONOFOURFINDINGSIMPLICATIONSFORPRACTICINGBRANDMANAGERSTHEO
11、RETICALFOUNDATIONSNOSTALGIAANDHERITAGEASTHEEPIGRAPHEXEMPLIFIES,THELATETWENTIETHCENTURYWASCHARACTERIZEDBYANASTONISHING“NOSTALGIABOOM“NAUGHTONANDVLASIC1998,P58,ANDMANYMARKETINGSCHOLARSHAVEEXAMINEDTHATPHENOMENONSEEALSOHARRIS2000LEADBEATER2002REDHEAD2000STERN1992,FOREXAMPLE,ATTRIBUTESTHELATTERDAYADVENTO
12、FNOSTALGICADVERTISINGTOTHEFINDESIECLEEFFECT,ORHUMANKINDSPROPENSITYTORETROSPECTASCENTURIESDRAWTOACLOSEBELK1991CONTENDSTHATPERSONALPOSSESSIONS,SUCHASSOUVENIRS,PHOTOGRAPHS,HEIRLOOMS,ANTIQUES,ANDGIFTS,SERVEASMATERIALIZATIONSOFMEMORYANDEVOKEAPOWERFULSENSEOFTHEPASTHOLBROOKANDSCHINDLER1989,1994,1996HAVEDEV
13、ELOPEDA“NOSTALGIAPRONENESSSCALE“ANDHAVETESTEDITINVARIOUSMEMORYRICHDOMAINSEG,MUSIC,MOVIES,FASHIONMODELS,CLASSICCARSANDAMONGDIFFERENTDEMOGRAPHICCOHORTSPENALOZA2XX,P105NOTESTHEIMPORTANCEOFEXPANDINGTHECONCEPTIONOFHISTORYAS“ASOURCEOFMARKETVALUE“ANDACULTURALMARKEROFLEGITIMACYANDAUTHENTICITYTHOMPSON,JOURNA
14、LOFMARKETINGVOL67JULY2003,1933TEACHINGOLDBRANDSNEWTRICKS/19POUIO,ANDLOCANDER1994REPORTTHATCLASSICBRANDSNOTONLYEMBODYTHEMORALVALUESOFCRAFTSMANSHIPANDLASTINGVALUEBUTALSOHARKBACKTOATIMEWHENTHEWORLDSEEMEDSAFER,MORECOMPREHENSIBLE,ANDMUCHLESSCOMMERCIALTHEREAREALSONUMEROUSCONFERENCEPAPERSANDANALOGOUSACADEM
15、ICANALYSESOFTHERECENTRETROSPECTIVEPROPENSITYBAKERANDKENNEDY1994BAUMGARTNER1992GOULDING1999,2000HAVLENAANDHOLAK1991,1996HIRSCH1992HOLAKANDHAVLENA1992RINDFLEISCHANDSPROTT2000ROMANYSHYN1989STEVENS,BROWN,ANDMACLARAN1998ALTHOUGHTHEREISARICHMARKETINGLITERATUREONTHEMAINSPRINGSOFTODAYSNOSTALGIABOOM,THESCHOL
16、ARLYTOUCHSTONEREMAINSDAVISS1979MUCHCITEDDISTINCTIONBETWEENPERSONALANDCOMMUNALNOSTALGIATHEFORMERISASSOCIATEDWITHINDIVIDUALLIFECYCLESASPEOPLEAGE,THEYAREWONTTOREFLECTONTHEPALMYDAYSOFTHEIRYOUTHTHELATTER,CONVERSELY,OCCURSATASOCIETALLEVELINTHEWAKEOFEPOCHALCHANGESPRECIPITATEDBYWARS,REVOLUTIONS,INVASIONS,EC
17、ONOMICDISLOCATIONS,ORENVIRONMENTALCATASTROPHESTHUS,THEGREATDEPRESSIONOFTHE1930SWASACCOMPANIEDBYAPROFOUNDLYRETROSPECTIVEPERSPECTIVELEARS1994THESOCIALTURMOILOFTHELATE1960STRIGGEREDTHENOSTALGIAOUTBREAKOFTHE1970SSCHULMAN2001ANDTHEPOSTCOMMUNIST,NEWWORLDORDEROFTHEEARLY1990SCREATEDCONDITIONSCONDUCIVETOTHES
18、UBSEQUENTRISEOFRETROLEADBEATER2002PERSONALANDCOMMUNALNOSTALGIAARECLOSELYINTERTWINED,NOWHEREMORESOTHANINMARKETINGLONGESTABLISHEDBRANDSEVOKENOTONLYFORMEREPOCHSBUTALSOFORMERSELVESOLDBRANDSSERVETOBINDCONSUMERSTOTHEIRPASTSANDTOTHECOMMUNITIESTHATSHAREDTHOSEBRANDSACCORDINGTOMCALEXANDER,SCHOUTEN,ANDKOENING2
19、002,BRANDSLINKPEOPLEINTOCOMMUNITIESWITHCOMMONINTERESTSSEEALSOMUNIZANDOGUINN2X1ATEMPORALCOMPONENTCANREADILYBEADDEDTOTHISBERGADAA1990,WHEREBYOLDBRANDSEVOKEPASTEVENTSBECAUSEBRANDSCANBELINKEDWITHEVENTSKELLER1993,THEASSOCIATIONSOFTHEEVENTBECOMEASSOCIATEDWITHTHEBRANDINDEED,OLDBRANDSMAYLINKPEOPLETOGETHEREV
20、ENMOREPOWERFULLY,BECAUSETHEYSTRONGLYEVOKEASENSEOFAUTOPIANPASTANDBECAUSEOFTHECLOSEKNIT“CARINGANDSHARING“COMMUNITIESTHATAREASSOCIATEDWITHITKOZINETS2002A,P21THEREFORE,ITMIGHTBEEXPECTEDTHATINTIMESOFTHREATOROFSOCIOCULTURALANDECONOMICTURBULENCE,NOSTALGIAWOULDPROVIDEASENSEOFCOMFORTANDCLOSEKNITCOMMUNITY,ASA
21、FEHAVENINANUNSAFEWORLDCONCEPTUALIZINGBRANDSISTHISMANNERCOMBINESTHEINDIVIDUALNOSTALGIATHATBELK1991EXPLORESANDHOLBROOKANDSCHINDLER1989,1994,1996PSYCHOMETRICWITHTHECOMMUNALNOSTALGIATHATSTERN1992COGENTLYTHEORIZESINTHISCONCEPTION,OLDBRANDSARERICHWITHBOTHPERSONALANDCOMMUNALASSOCIATIONSTHEYCANBEINVESTEDWIT
22、HTHESAMELEGITIMIZING,AUTHENTICATING,MARKETVALUEOFHISTORYTHESCHOLARLYIMPLICATIONSOFTHISPERSONALCOMMUNALMELDINGARECLEARCONVENTIONALMARKETINGWISDOMSUGGESTSTHATREPOSITIONINGISONEMETHODOFREVITALIZINGABRANDAAKER1991BRANDHERITAGEISPERCEIVEDASUSINGMARKETINGMIXVARIABLESTHATINVOKETHEHISTORYOFAPARTICULARBRAND,
23、INCLUDINGALLITSPERSONALANDCULTURALASSOCIATIONSANEXAMPLEISTHERICHHISTORICALASSOCIATIONSOFTHECOCACOLABRANDWITHAMERICANA,PATRIOTISM,GLOBALIZATION,SANTACLAUS,ANDCHRISTMASHOWEVER,BECAUSECULTURESARECOMPLEXANDINDIVIDUALSHETEROGENEOUS,HERITAGEISOFTENANAMBIVALENTLEGACYINLAUNCHINGNEW,IMPROVED,ORCUTTINGEDGEPRO
24、DUCTS,ASPECTSOFHERITAGEMIGHTPROVEALIABILITYHERITAGE,MOREOVER,MIGHTNEEDTOBECREATEDANDMANAGED,ASTHELITERATUREON“INVENTEDTRADITIONS“ATTESTSHOBSBAWMANDRANGER1983ALTHOUGHCONCEPTIONSOFBRANDHERITAGEPROVIDEONEROUTETOANUNDERSTANDINGOFTHEPROCESSOFBRANDRENEWAL,THEYDONOTHOLISTICALLYCAPTURETHEINTRIGUINGDYNAMICSO
25、FRETROMARKETINGINGENERALANDBRANDREVIVALINPARTICULARBRANDREVIVALANDRETROMARKETINGTHEREISCONSIDERABLEOVERLAPAMONGNOSTALGIA,BRANDHERITAGE,ANDBRANDREVIVALREVIVEDORRETROGOODSANDSERVICESWEUSERETROSYNONYMOUSLYWITHREVIVEDBRANDSTRADEONCONSUMERSNOSTALGICLEANINGSFAMILIARSLOGANSANDPACKAGES,FOREXAMPLE,INVOKEBRAN
26、DHERITAGEANDEVOKECONSUMERSMEMORIESOFBETTERDAYS,BOTHPERSONALANDCOMMUNALTHESUCCESSOFTHEMUSEUMSTORE,PASTTIMES,RESTORATIONHARDWARE,ANDSIMILARRETAILERSOF“EXACT“REPRODUCTIONSANDTHECONTINUINGPOPULARITYOFHERITAGEBASEDCAMPAIGNSFORBRANDSSUCHASBUDWEISER,JOHNHANCOCK,ANDIVORYINDICATETHATDEMANDEXISTSFORALLEGEDLYA
27、UTHENTICREPRODUCTIONSOFPASTBRANDSTHEPROBLEMWITHEXACTREPRODUCTIONS,HOWEVER,ISTHATTHEYDONOTMEETTODAYSEXACTINGPERFORMANCESTANDARDSRETROPRODUCTS,BYCONTRAST,COMBINEOLDFASHIONEDFORMSWITHCUTTINGEDGEFUNCTIONSANDTHEREBYHARMONIZETHEPASTWITHTHEPRESENTBROWN1999,2001INTHISREGARD,CONSIDERTHECHRYSLERPTCRUISER,WHIC
28、HAMALGAMATESTHESHAPEOFA1940SSEDANWITHTHELATESTAUTOMOTIVETECHNOLOGYTOPRODUCEAFUTURISTICCARWITHANACHRONISTICSTYLINGANOTHERSTRIKINGEXAMPLEISNIKESMICHAELJORDANXIRETROSNEAKERSTHESESHOESMAYLOOKLIKEAMONUMENTTO1950SHOOPDREAMS,YETTHEIRCUSHIONEDSOLES,AERATEDUPPERS,ANDRECOMMENDEDRETAILPRICESARESTATEOFTHEMARKET
29、INGARTDENNYSRETRODINERISANHOMAGETOEATERIESOFTHE1950S,BUTITSREGISTERSARECOMPUTERIZED,THEKITCHENEQUIPMENTISCUTTINGEDGE,SMOKINGISPROHIBITEDINTHEDININGAREA,ANDVEGETARIANDISHESAREAVAILABLEFORTHOSEUNWILLINGTOREVERTTOCARNIVOROUSHABITSOFYOREWEDEFINERETROBRANDING,THEREFORE,ASTHEREVIVALORRELAUNCHOFAPRODUCTORS
30、ERVICEBRANDFROMAPRIORHISTORICALPERIOD,WHICHISUSUALLYBUTNOTALWAYSUPDATEDTOCONTEMPORARYSTANDARDSOFPERFORMANCE,FUNCTIONING,ORTASTERETROBRANDSAREDISTINGUISHABLEFROMNOSTALGICBRANDSBYTHEELEMENTOFUPDATINGTHEYAREBRANDNEW,OLDFASHIONEDOFFERINGSRECONCEPTUALIZINGNOSTALGIATOBEGINTOUNDERSTANDTHEELEMENTSOFRETROBRA
31、NDSANDTHEIRIMPLICATIONSFORBRANDMANAGEMENT,WEEMPLOYAMORENUANCEDIDEAOFNOSTALGIATHANTHENOTIONTHAT“THINGSWEREBETTERBACKTHEN“EG,HOLBROOK1995FOREXAMPLE,INHISMONUMENTALHISTORYOFWESTERNCULTUREFROM15XTOTHEPRESENT,JACQUESBARZUN2000DESCRIBESTHEALTERNATIONANDCOEXISTENCEOFTWOPOWERFULANTITHETICALTHEMES,PROGRESSAN
32、DPRIMITIVISMTHEFORMERISCHARACTERIZEDBYASECULAR20/JOURNALOFMARKETING,JULY2003SCIENTIFIC,TECHNOLOGICAL,ANDFUTURELOOKINGWORLDVIEWTHELATTERISDOMINATEDBYAPROFOUNDSENSEOFLOSS,AFEELINGTHATTHEREISAPRICETOBEPAIDFORPROGRESSANDTHATPRICEISTHEDESTRUCTIONOFCOMMUNITY,SOLIDARITY,EMPATHY,ANDCLOSENESSTONATURE,WHICHAR
33、EMARKERSOFTHEPASTSEEALSOGOMBRICH2002BOYMS2001RECENTREFLECTIONSONTHEFUTUREOFNOSTALGIAFURTHERDEVELOPTIIISNOTIONOFANUNEASYBALANCEBETWEENPASTANDFUTUREMOVEDBYTHEPOSTCOMMUNISTNOSTALGIASWEEPINGEASTERNEUROPE,BOYMASSERTSTHATPEOPLELIVEINAWORLDWHEREPROGRESSANDPRIMITIVISMCOMBINE,WHERETHELATESTTECHNOLOGICALANDSC
34、IENTIFICADVANCESINCREASINGLYAREUSEDTORECREATEVISIONSOFTHEPAST,WHETHEROFTHESINKINGOFTHETITANIC,THEGLADIATORIALCONTESTSOFANCIENTROME,ORTHESCIENTIFICALLYCLONEDDINOSAURSOFJURASSICPARKPROGRESSANDPRIMITIVISM,BOYMARGUES,ARELIKEJEKYLLANDHYDETWOCONTRASTINGPERSONALITIESSIMULTANEOUSLYOCCUPYINGTHESAMEBODYBOYMS2
35、001BITTERSWEETYEARNINGFORWHATISGONEBUTNOTFORGOTTENISCOUNTERPOINTEDBYTHETHEORIESOFTHELEADINGLITERARYCRITICFREDRICJAMESON1991,WHOCONTENDSTHATTODAYS“NEONOSTALGIA“HASNOTHINGTODOWITHTHEDEEPEMOTIONALDISTURBANCETHATAFFLICTEDNOSTALGIASUFFERERSOFTIMESPASTTOTHECONTRARY,JAMESONARGUESTHATCONTEMPORARYNOSTALGIAIS
36、ESSENTIALLYEMOTIONLESS,ANAESTHETICRESPONSETOEVOCATIONSOFTHEPASTANOTHERPROMINENTLITERARYCRITIC,WALTERBENJAMIN1973,1985,1999HASPROPOSEDTHEORIESTHATARERICHWITHREFERENCESTOMARKETING,CONSUMERBEHAVIOR,ANDADVERTISINGALTHOUGHHEWASAFFILIATEDWITHTHECRITICALTHEORISTSOFTHEFRANKFURTSCHOOL,WHOABHORREDCOMMERCIALLI
37、FE,BENJAMINWASFASCINATEDBYMARKETING,OBSOLETEOBJECTS,ABANDONEDPOSSESSIONS,SUPERSEDEDTECHNOLOGIES,LONGFORGOTTENFADS,ANDTHEREMARKABLEFACTTHATNEWIDEASOFTENCOMEWRAPPEDINOLDPACKAGINGWEDISCERNFOURTHEMESRELEVANTTOOURINVESTIGATIONOFRETROMARKELINGANDTOCONTEMPORARYBRANDMANAGEMENTFROMBENJAMINSINTERWARWRITINGSTH
38、ESETHEMESRELATETOANDUSEFULLYSYNTHESIZEEXTANTCONCEPTUALELEMENTSOFBRANDMANAGEMENTANDMARKETINGTHESEELEMENTSAREALLEGORYBRANDSTORY,ARCADIAIDEALIZEDBRANDCOMMUNITYAURABRANDESSENCE,ANDANTINOMYBRANDPARADOXTOGETHER,THESETHEMESCONSTITUTETHE4ASOFRETROBRANDINGALLEGORYBRANDALLEGORIESAREESSENTIALLYSYMBOLICSTORIES,
39、NARRATIVES,OREXTENDEDMETAPHORSASSTEM1988NOTES,ALLEGORYISFREQUENTLYUSEDINADVERTISINGALLEGORIESSUCCESSFULLYCONVEYDIDACTICMESSAGESTHATINVOKEANDTHENOFFERRESOLUTIONSFORCONSUMERSTATESOFMORALCONFLICTINADDITION,ALLEGORIESAREDYNAMICTHEYALTERANDCHANGEINRESPONSETOPOPULARTASTESANDTRENDSSTERN1988WEEXAMINEALLEGOR
40、ICALBRANDSTORIESFROMTHEPERSPECTIVEOFCONSUMERSASKELLER1993SUGGESTSSEEALSOSTEM1995,1998THOMPSON1997WEUSETHERECEPTIONANDDISCOURSESURROUNDINGRETROMARKETEDPRODUCTS,ORTHOSEPRODUCTSTHATCOMBINEQUALITIESOFOLDANDNEW,TOSTUDYTHELINKSAMONGBRANDMEANINGS,BRANDHERITAGE,ANDTHEMORALITYTALESTHATCONSUMERSTELLONEANOTHER
41、ARCADIAFORBENJAMIN,ARCADIARELATESBOTHTOHISOWNUNFINISHEDSTUDYOFPARISIANSHOPPINGARCADESANDTOTHEGOLDENAGEOFTHEANCIENTGREEKSINARCADIA,ANALMOSTUTOPIANSENSEOFPASTWORLDSANDCOMMUNITIESISEVOKEDTHISSENSEOFTHEPASTASASPECIAL,MAGICALPLACEISANINTEGRALPARTOFRETROMARKETINGSAPPEAL,INSOFARASANIDEALIZEDPASTISFESTOONED
42、WITHTHELATESTTECHNOLOGICALMAGICTHEPRESENCEOFTHISUTOPIANCOMMUNALIDEALHASONLYBARELYBEENHINTEDATBYSCHOLARSWHOHAVEEXAMINEDVARIOUSMANIFESTATIONSOFBRANDCOMMUNITYMCALEXANDER,SCHOUTEN,ANDKOENING2002MUNIZANDOGUINN2001SCHOUTENANDMCALEXANDER1995INTHISARTICLE,WEATTEMPTTOEXPLOREFURTHERTHECONCEPTUALLINKSAMONGBRAN
43、DMEANING,IDEALIZEDPLACE,CONSUMERCOMMUNITY,ANDTIMESPASTAURAINBENJAMINSMOSTCELEBRATEDCONCEPTION,AURAPERTAINSTOTHEPRESENCEOFAPOWERFULSENSEOF“AUTHENTICITY“THATORIGINALWORKSOFARTEXUDEASMANYSCHOLARSNOTEEG,BELKANDCOSTA1998HOLT1997KOZINETS2001,2002A,BPEFIALOZA2000THOMPSONANDTAMBYAH1999,CONSUMERSSEARCHFORAUT
44、HENTICITYISONEOFTHECORNERSTONESOFCONTEMPORARYMARKETING,NOTWITHSTANDINGTHE“INAUTHENTICITY“OFTODAYSCONSUMERCULTUREHARTMAN2X2AUTHENTICITYISALSOVITALLYIMPORTANTTOBRANDSUNIQUENESSISANIMPORTANTASPECTOFBRANDIDENTITYSEE,EG,AAKER1986KELLER1993KELLY1998CONSIDERS“BRANDESSENCE“THECOREVALUESFORWHICHABRANDSTANDS,
45、WHICHHECOMPARESTOITS“MARKETINGDNA“BRANDESSENCEISTHUSHIGHLYRELATEDTOAUTHENTICITYITISCOMPOSEDOFTHEBRANDELEMENTSTHATCONSUMERSPERCEIVEASUNIQUEINTHISSTUDY,WEEXPLOREAURABASEDRELATIONSHIPSAMONGTHEAUTHENTIC,THEPAST,ANDBRANDESSENCEINTHECONTEXTOFCONSUMERDIALOGUEABOUTRETROBRANDSANTINOMYIRRESOLVABLEPARADOXLIESA
46、TTHEHEARTOFBENJAMINSPHILOSOPHYFOREXAMPLE,HECONSIDERSSCIENTIFICANDTECHNOLOGICALPROGRESSBOTHASUNSTOPPABLE,ANDALMOSTOVERPOWERING,ANDASTHEROOTCAUSEOFPEOPLESDESIRETORETURNTOSIMPLER,SLOWER,LESSSTRESSFULTIMESINTHEMARKETINGFIELD,PARADOXESAREACENTRALTHEMETHATEXPLAINSHOWTECHNOLOGYPRODUCTSARECONSUMEDFOURNIERAN
47、DMICK1999MICKANDFOURNIER1998THEPARADOXPREMISEALSOOFFERSARICHDEPARTUREPOINTFORINVESTIGATIONSOFTHECOMPLEXITYANDOPENENDEDNESSOFBRANDMEANINGMANAGEMENTINTHISREGARD,THENOVELISTALEXSHAKAR2001,P61POSTULATESTHATEVERYPRODUCTHAS“TWOOPPOSINGDESIRESTHATITCANPROMISETOSATISFYSIMULTANEOUSLYTHEJOBOFAMARKETERISTOCULT
48、IVATETHISSCHISMATICCORE,THISBROKENSOUL,ATTHECENTEROFEVERYPRODUCT“SHAKARSUGGESTSTHATTHISPARADOXICALESSENCE,OR“PARADESSENCE,“ISTHECRUXOFCONSUMERMOTIVATIONLITERARYTHEORISTSLIKEWISEMAINTAINTHATAMBIGUITYANDPARADOXOFFERPLACESFORREADERSTOINSERTTHEIRHOPESANDDREAMSINTOTEXTSEG,DERRIDA1985ANALOGOUSLY,ITISARGUA
49、BLETHATTHISPARADOXICAL“SOUL“OFBRANDSOFFERSANOPENINGFORCONSUMERSTOINVESTTHEMSELVESEMOTIONALLYINTOMASSPRODUCEDGOODSANDSERVICESANDTHEREBYFORMTHEELUSIVECONNECTIONSTHATRESULTINLASTINGLOYALTYTHROUGHTHEINHERENTPARADOXESOFRETROBRANDS,WECONSIDERCONSUMERSRESPONSESTOTHESIMULTANEOUSPRESENCEOFOLDANDNEW,TRADITIONANDTECHNOLOGY,PRIMITIVISMANDPROGRESS,SAMEANDDIFFERENT出处STEPHENBROWN,ROBERTVKOZINETS,米切尔1999万辛克1997年），以至于在一次营销“复古革命”中，老品牌和企业形象复苏是一个强大的管理选项当中出现（布朗2001）。复古品牌的崛起引起了一个有趣的概念营销困惑。一方面，市场营销人员不断提醒产品差异的必要性，今天的市场环境需要强有力的品牌特征和公开谴责仿制（阿克1996年）。另一方面，现代市场弥漫着复古更新的仿制品，如许多被证明非常受欢迎的复古品牌（美国2（X）2诺顿和
