THE SHIP OF THESEUS: HOW DO PRACTITIONERS NAVIGATE BETWEEN BRAND LONGEVITY AND BRAND MODERNITY?

Le bateau de Thésée: Comment les professionnels naviguent-ils entre longévité et modernité de la marque ?

Aurélie Hemonnet-Goujot () and Fabien Pecot
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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 Business School Barcelona

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Abstract: - Research objectives: This research aims to understand how marketing and design professionals visually reconcile representations of longevity and modernity when undertaking a packaging redesign. Methodology: The three-phase study adopts a mixed-methods approach, combining interviews, a questionnaire, and a content analysis of redesign cases. Results: The findings provide a detailed account of designers' work and illustrate how marketers evaluate and interpret this design work. - Managerial Implications: Conceptual and managerial implications: These results enhance understanding of brand identity management over time and offer managerial recommendations based on concrete visual actions. - Originality: This research draws on the theoretical framework of marketing-as-practice to examine how marketers and designers practically balance perceptions of longevity and modernity during packaging redesign.

Keywords: brand modernity; design; packaging redesign; brand longevity; Marketing-as-practice; modernité de la marque; longévité de la marque; redesign de packaging (search for similar items in EconPapers)
Date: 2025-08-05
Note: View the original document on HAL open archive server: https://hal.science/hal-05312113v1
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Published in Décisions Marketing, 2025, 118 (2), pp.13-37. ⟨10.3917/dm.118.0013⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05312113

DOI: 10.3917/dm.118.0013

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