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Activating Brand Nostalgia: A case study of Cuba Cola and Igloo

Roos, Rebecca LU ; Corell, Rebecka LU and Fouzbi, Zakariae LU (2020) In : LBMG Strategic Brand Management - Masters Paper Series BUSN21 20202
Department of Business Administration
Abstract
Abstract
Purpose: The purpose of this study is to understand the strategic choices made to activate
nostalgia in the relaunches of Igloo and Cuba Cola.
Methodology: Qualitative research based on primary and secondary data. Primary data was
created by three interviews. Two case studies were conducted and analyzed over two time
periods by applying the ‘Corporate Brand Identity Matrix’ and ‘4A:s of retro branding’ as
frameworks.
Findings: The paper found that both Cuba Cola and Igloo have made changes to their brand in
order to activate the nostalgia in the brand identity however they used different strategies due
to their differing brand architecture. We found that the most significant aspects for the strategic
choices when... (More)
Abstract
Purpose: The purpose of this study is to understand the strategic choices made to activate
nostalgia in the relaunches of Igloo and Cuba Cola.
Methodology: Qualitative research based on primary and secondary data. Primary data was
created by three interviews. Two case studies were conducted and analyzed over two time
periods by applying the ‘Corporate Brand Identity Matrix’ and ‘4A:s of retro branding’ as
frameworks.
Findings: The paper found that both Cuba Cola and Igloo have made changes to their brand in
order to activate the nostalgia in the brand identity however they used different strategies due
to their differing brand architecture. We found that the most significant aspects for the strategic
choices when relaunching Igloo and Cuba Cola was dependent on brand structure, heritage and
vision.
Theoretical and managerial implications: This study furthers the understanding of the
strategic choices that can be made in order to activate nostalgia in relaunching a brand from a
corporate identity perspective. The managerial implications of this study provide several
practical examples and ideas of how a brand can activate the nostalgia in a brand relaunch.
Originality/value: The paper is first of its kind to combine the Corporate Brand Identity Matrix
and 4A:s of retro branding for the theoretical framework of a case study concerning relaunches.
Keywords: Brand heritage, Retro brands, Nostalgia, Corporate Brand Identity Matrix, 4A:s of
Retro Branding, Relaunch
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Roos, Rebecca LU ; Corell, Rebecka LU and Fouzbi, Zakariae LU
supervisor
organization
course
BUSN21 20202
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand heritage, Retro brands, Nostalgia, Corporate Brand Identity Matrix, 4A:s of Retro Branding, Relaunch
publication/series
: LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9031892
date added to LUP
2020-11-13 11:32:09
date last changed
2020-11-13 14:23:02
@misc{9031892,
  abstract     = {{Abstract
Purpose: The purpose of this study is to understand the strategic choices made to activate
nostalgia in the relaunches of Igloo and Cuba Cola.
Methodology: Qualitative research based on primary and secondary data. Primary data was
created by three interviews. Two case studies were conducted and analyzed over two time
periods by applying the ‘Corporate Brand Identity Matrix’ and ‘4A:s of retro branding’ as
frameworks.
Findings: The paper found that both Cuba Cola and Igloo have made changes to their brand in
order to activate the nostalgia in the brand identity however they used different strategies due
to their differing brand architecture. We found that the most significant aspects for the strategic
choices when relaunching Igloo and Cuba Cola was dependent on brand structure, heritage and
vision.
Theoretical and managerial implications: This study furthers the understanding of the
strategic choices that can be made in order to activate nostalgia in relaunching a brand from a
corporate identity perspective. The managerial implications of this study provide several
practical examples and ideas of how a brand can activate the nostalgia in a brand relaunch.
Originality/value: The paper is first of its kind to combine the Corporate Brand Identity Matrix
and 4A:s of retro branding for the theoretical framework of a case study concerning relaunches.
Keywords: Brand heritage, Retro brands, Nostalgia, Corporate Brand Identity Matrix, 4A:s of
Retro Branding, Relaunch
Paper type: Research paper}},
  author       = {{Roos, Rebecca and Corell, Rebecka and Fouzbi, Zakariae}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{: LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Activating Brand Nostalgia: A case study of Cuba Cola and Igloo}},
  year         = {{2020}},
}