Mkt 601- Marketing Management Summary Brand extension, is the reintroduction of a brand that was previously marketed, but has been updated. To coin a phrase, "What's old is what's new." We are a culture built on history, and history has a tendency of repeating itself. There are a lot of new products being reintroduced to the market. Today's consumer environment thrives on brand identities, Product differentiation, and competitive imitations. The success of retro branding, be …showed first 75 words of 649 total…

…showed last 75 words of 649 total…can build from/on a preexistent products prestige, market penetration and customer base. In choosing to use brand extension and retro-branding a company thus gains a competitive advantage. Retro branding, takes into consideration consumers sense of nostalgia, which goes far in gaining new and returning customers while the quality of the product keeps them loyal. References, Teaching Old Brands New Tricks: Retro branding and the revival of Brand Marketing, Journal of Marketing, Vol. 67 number 3 July2003