Retro branding: cases from Indian scenario

A recent marketing phenomenon in the Indian marketing scenario is that reviving the abandoned brand or relaunching them. Retro branding has created a new buzz in the competitive Indian market place. It has helped companies in building a strong brand identity. Consumers become more receptive and inclined to purchase revived brands. Managing retro brands is a complex affair. It is not re-launching or re-advertising, but it is the process of re-launching historical brands with updated features. It tries to capitalize the nostalgia and brand essence associated with the old brands. This paper explores the various connotation of retro branding with special reference to Indian scenario.