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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 ?]

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 Business School Barcelona)

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.

Suggested Citation

  • Aurélie Hemonnet-Goujot & Fabien Pecot, 2025. "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 ma," Post-Print hal-05312113, HAL.
    • Handle: RePEc:hal:journl:hal-05312113
    DOI: 10.3917/dm.118.0013
    Note: View the original document on HAL open archive server: https://hal.science/hal-05312113v1
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