教老品牌新技巧復古品牌和品牌價值的復蘇[外文翻譯]

1、標題：TeachingOldBrsNewTricks:RetroBringtheRevivalofBrMeaning原文：Retrobrsarerelaunchedhisticalbrswithupdatedfeatures.Theauthsconducta“nographic“analysisoftwoprominentretrobrstheVolkswagenNewBeetleStarWars:EpisodeI—ThePhantom

2、MenacethatrevealstheimptanceofAllegy(brsty).Aura(bressence)Arcadia(idealizedcommunity)Antinomy(brparadox).RetrobrmeaningsarepredicatedonaUtopiancommunalelementanenliveningparadoxicalessence.Retrobrmanagementinvolvesanune

3、asycocreativeoccasionallyclamousalliancebetweenproducersconsumers.Americahasnonow....Ourcultureiscomposedofsequelsrerunsremakesrevivalsreissuesrereleasesrecreationsreenactmentsadaptationsanniversariesmemabiliaoldiesradio

4、nostalgiarecdcollections.—GegeCarlinBrainpings1998Brextensiontheuseofanexistingbrnametointroduceanewproductservice(Keller19931998)isanimptantmarketingtacticthathasattractedconsiderableacademicinterest(e.g.DesaiKeller2(X)

5、2JohnLokenJoiner1998).Howeveranotherfmofbrextensionstrategyisgainingprominencerequiresurgentresearchattention.Manylongabonedbrshaverecentlybeenrevivedsuccessfullyrelaunched(Franklin2002Mitchell1999Wansink1997)somuchsotha

6、tmarketersappearinthestofa“retrorevolution“inwhichrevivalsofoldbrstheirImagesareapowerfulmanagementoption(Brown2001).Theriseofretrobrsplacesmarketinginaninterestingconceptualquary.Ontheonehmarketersarecontinuallyreminded

7、oftheneedfproductdifferentiationthattodaysmarketingenvironmentdemsstrongbridentitiesdecriesimitation(Aaker1996).Ontheotherhcontemparymarketsaresuffusedwithupdatedimitationssuchasretrobrsmanyofwhichareprovingenmouslypopul

8、ar(Franklin2(X)2NaughtonVlasic1998Wansink1997).BrRevivalRetromarketingfitsdurabilityeconomyuserfriendlinessidiosyncraticdesign.Atthetimeitwasconsideredanexemplaryvehicleofthepeople.Everyonefromcommuneboundhippiesdleclass

9、coupleswithchildrentoeccentricmultimillionairesdroveBeetles.TheBeetleevenbegotaseriesofliveactionDisneymoviesstarringthe“LoveBug“as“Herbie“thesentientvehiclewithaheartofgold.Tonyarguesfromtheperspectiveofamoderaterationa

10、listlayingoutalogicalargumenttoeasethetensionsbetweentwowarringfactions.Discountingtheintrinsicvalueofthepastheinsiststhattheoldbrmustbeadjustedfanewtimeplacesetoftargetconsumers.Akintorinheshiftstheargumentaboutbressenc

11、etosuperficialdesignelementsadvertisingladensymbolicassociations.TheresultfTonyisanuptodatevehiclethatstillsharestheenchantingpersonalityoftheoldBeetlebr.EnchantmentindeedistheoperativewdasmanyStarWarsfanstestify.StarWar

12、sTheiginal1977StarWarsmovieattemptedtodisientitsconsumerstempallybyofferingafarawayfuturewldofspacecraftintelligentrobotssubsumedwithinafairytalesetinthedistantpast.StarWars:EpisodeI—ThePhantomMenaceattemptedtotopthistem

13、paldislocation.Settingthefourthmoviethreeepisodesbefethefirstwasastrokeofmarketinggeniusthatcreatedtheneologismprequel.Thisprequeldemonstratesretrobringintherealmofconnectedproductsservicesthatacterizetodays“entertainmen

14、teconomy“(Wolf1999).Asaretrobr.ThePhantomMenacestampsanestablishedbrname.StarWarsonanewmoviethatcouplescuttingedgespecialeffectswithacastofcontemparyacts.AswiththenewBeetleitimaginativelymeldsafamiliarbrnamewithanallnewu

15、ptodateproduct.Billsdiatribeoffersopposingpolesoftheprofanemarketthesacredmyth(seeBelkWallendfSherry1989).ZackspostingisresentfulofthemythmoneymakingpowermanifestedinGegeLucasasaperson.Bothmessagepostersdemonstratethatth