Journal Article

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

Journal of Marketing
Author(s)

Stephen Brown

Robert Kozinets

JohnF.Sherry Jr.

Retro brands are relaunched historical brands with updated features. The authors conduct a
Date Published: 2003
Citations: Brown, Stephen, Robert Kozinets, JohnF.Sherry Jr.. 2003. Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing. (3)19-33.