The process of de-iconisation of an iconic brand: a genealogical approach

Testa, Pierpaolo; Covà, Bernard; Cantone, Luigi

doi:10.1080/0267257x.2017.1409793

Cited by 7 publications

(9 citation statements)

References 37 publications

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“…The Giulia was the brand of Italian car that interpreted the zeitgeist of Italian society more than any other in the immediate post-war period, embodying the ‘Italian miracle’. The last three decades (from the 1980s to the 2010s) were marked by the takeover of Alfa Romeo by Fiat and a continuous process of decay and the de-iconization of the new models (Testa et al, 2017). However, thanks to its extraordinary history, Alfa Romeo has always been a brand with a fond place in the memory of Italians of all ages.…”

Section: Resultsmentioning

confidence: 99%

“…Within the comedy and satire is a drama of social disorder and individual survival within a chaotic society. In addition to the arte di arrangiarsi , the filmmaker also borrows from the commedia all’italiana the stereotyping of characters and the showcasing of cars, and especially Alfa Romeo cars (Testa et al, 2017). Thus, the film The Legendary Giulia and Other Miracles , with its return to realism, albeit in a new form, still under the influence of the postmodern legacy, but driven by the need to rehumanize, pays specific homage to the Italian cinema of the 1960s without undue striving to imitate or mimic certain sequences or characters.…”

Section: Resultsmentioning

confidence: 99%

“…Indeed, nostalgia in postmodern times has been largely addressed through study of the car industry, which has often seen the proliferation of retro-products and retro-brands (Brown et al, 2003; Cattaneo and Guerini, 2012). In 2015, the Giulia, produced by Alfa Romeo (Testa et al, 2017) but which went out of production in 1977, reappeared in the lives of the Italians from two different angles. The conjunction of the launch of a brand-new model of Giulia and the success of a film starring the old Giulia that very same year (2015) and in the same country (Italy) forms a worthwhile episode to investigate what happens to nostalgia and pastiche in post-postmodern times.…”

Section: Methodological Considerationsmentioning

confidence: 99%

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Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy

Cantone¹,

Covà

Testa³

2020

Marketing Theory

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The transition towards a post-postmodern zeitgeist has attracted much scholarly attention over the last decade, highlighting the major traits of the coming post-postmodern condition, such as sincerity challenging irony, reconstruction despite paradoxes, hope despite difficult circumstances and structure counterbalancing anti-structure in lived experience. Nevertheless, we know little about what is happening with regard to nostalgia, a key characteristic of postmodernity, especially in terms of one of its major components, pastiche. From the start of the 1990s, marketing research on postmodern nostalgia and pastiche has largely focused on different models of cars. Through an interpretive analysis focusing on the dual comeback of an Italian car, the Giulia, this article aims to investigate the existence and forms that nostalgia and pastiche take under the new zeitgeist. It highlights a mutation of nostalgia that is becoming regenerative. The major consequence of this is the changing nature of pastiche, from stylistic to essentialist. Our understanding of the coming zeitgeist has also improved: in addition to confirming the major features of post-postmodernity already established in the literature, this study argues that the possibility of a (mini)miracle is another key feature of our times.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Methodological Considerationsmentioning

confidence: 99%

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Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy

Cantone¹,

Covà

Testa³

2020

Marketing Theory

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“…Brand genealogy combines the close examination of a nation's cultural discourses and social changes with a textual analysis of a brand's performance, hence mixing macro and micro understandings of a brand and its context. In addition, the genealogical approach takes into account the most significant episodes in the life of a brand (Testa et al, 2017(Testa et al, : 1496, as well as intertextuality, thus considering ''the relationships between brands and other mass culture as well as collective consumer influences.'' In this regard, constructions and representations of the studied phenomenon must be presented and interpreted (Canniford and Karababa, 2013).…”

Section: Methodsmentioning

confidence: 99%

“…In addition to the American branding cases studied by Holt, such as Jack Daniel’s or Mountain Dew, the cultural approach has been tested with regard to national brands from countries like the United Kingdom (Heller, 2016) or Italy (Testa et al., 2017). In this context, there is a lack of cultural branding studies focusing on a country like Spain, and, more specifically, a lack of studies that focus on patriotic myths and nationalist ideologies in Spanish brands.…”

Section: Research Object and Aimsmentioning

confidence: 99%

Branding, culture, and political ideology: Spanish patriotism as the identity myth of an iconic brand

Pineda

Sanz‐Marcos

Gordillo-Rodríguez

2020

Journal of Consumer Culture

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The cultural aspects of brands, as well as their consideration as symbols in consumer cultures, are relevant elements of contemporary branding. This research relies on cultural branding as a theoretical framework that explains the role of brands as vessels of ideology. Such a role relates to the fact that brands can simultaneously reflect and smooth societal tensions – that is, the mechanics that turn brands into icons according to the theory of “iconic brands.” This article focuses on the Spanish fashion company Piel de Toro (“Bull Skin”) to illustrate the ideological role of brands, as well as the identity myths they convey to meet consumers’ anxieties. To study the way this brand formulated a patriotic identity myth in the context of the Catalonian separatist movement, Piel de Toro’s “Proudly Spanish” 2017 campaign is analyzed by putting together the brand genealogy method and different data sources. Results shed light on the scope and limits of the brand’s iconic status, and indicate the role of commercial brands as political–ideological actors in contemporary Spanish culture.

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Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Biedenbach

Hultén

et al. 2022

J Brand Manag

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The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological innovations over the past decade, we explore the effects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.

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The process of de-iconisation of an iconic brand: a genealogical approach

Cited by 7 publications

References 37 publications

Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy

Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy

Branding, culture, and political ideology: Spanish patriotism as the identity myth of an iconic brand

Organizational resilience and internal branding: investigating the effects triggered by self-service technology

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