Retrobranding, el futuro de las marcas que valoran el pasado

Abstract

In the hyper-connected, globalised world of the twenty-first century, competition among brands is fiercer than ever and different strategies are necessary in order for companies to stand out from competitors. In this context, the growing tendency to revive fashions, trends and lifestyles from the past may seem paradoxical. . The aim of this article is to define the concept of retrobranding as an effective marketing tool and to examine how it used by different brands. The analysis uses an observation verification method based on a hypothetical deductive approach. The article begins with a theoretical review of existing studies on branding and the specific characteristics of retrobranding. The second section consists of a quantitative analysis of five brands (new and historical, national and international) to test the initial hypothesis. The results show that retrobranding can be a valuable way for brands to differentiate their products and services, and that its use is not limited to retro-style products, but also extends to those that use nostalgia for the past as a differential value.