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The Ship of Theseus: How do Practitioners Navigate between Brand Longevity and Brand Modernity?

Author

Listed:
  • Aurélie Hemonnet-Goujot

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Fabien Pecot

    (TBS - Toulouse Business School)

Abstract

Brands grow older and continuously need to adjust their positioning, with consequences on the way they look. Brand managers collaborate with designers and often expects them to show both the longevity and the modernity of the brand. While this paradoxical request is well-known of practitioners, there is little research about the way this redesign process happens. The present research is exploratory and focuses on the way designers and marketers practice the redesign of existing FMGC brands. Mixing experts interviews, content analysis, and a large survey of professionals, the research suggests the existence of 5 prototypical situations of redesign with their corresponding design practices. Suggestions for further extension of this on-going research are formulated for discussion.

Suggested Citation

  • Aurélie Hemonnet-Goujot & Fabien Pecot, 2023. "The Ship of Theseus: How do Practitioners Navigate between Brand Longevity and Brand Modernity?," Post-Print hal-04154065, HAL.
    • Handle: RePEc:hal:journl:hal-04154065
    as

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