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Rebranding a traditional industry: how fountain pens enter luxury market

Author

Listed:
  • Zhixian Li
  • Chunxing Fan

Abstract

Purpose - This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry. Design/methodology/approach - This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics. Findings - This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market. Originality/value - To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

Suggested Citation

  • Zhixian Li & Chunxing Fan, 2023. "Rebranding a traditional industry: how fountain pens enter luxury market," Nankai Business Review International, Emerald Group Publishing Limited, vol. 15(1), pages 153-173, January.
    • Handle: RePEc:eme:nbripp:nbri-09-2022-0091
    DOI: 10.1108/NBRI-09-2022-0091
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