Selling the past. The use of history as a marketing strategy in Spain, 1900-1980
| Autor: | Felipe Ruiz-Moreno, José Antonio Miranda |
|---|---|
| Přispěvatelé: | Universidad de Alicante. Departamento de Análisis Económico Aplicado, Universidad de Alicante. Departamento de Marketing, Historia e Instituciones Económicas (HIE), Marketing |
| Rok vydání: | 2020 |
| Předmět: |
History
Trademark 060106 history of social sciences Historia e Instituciones Económicas Comercialización e Investigación de Mercados Resource (project management) 0502 economics and business 0601 history and archaeology Business and International Management Marketing Trademarks Brands Business history Nationalism business.industry 05 social sciences 20th century 06 humanities and the arts Use of history Marketing strategy Historical myths Spain Order (business) Branding strategy Business Management and Accounting (miscellaneous) Emotional relationship Business Business History 050203 business & management |
| Zdroj: | RUA. Repositorio Institucional de la Universidad de Alicante Universidad de Alicante (UA) |
| ISSN: | 1743-7938 0007-6791 |
| DOI: | 10.1080/00076791.2020.1717473 |
| Popis: | History can represent an effective marketing resource because it can establish an emotional relationship with consumers. This article examines trademark applications in order to show how Spanish companies used the past in their branding strategy during the twentieth century. The article analyses which historical themes were used the most, over which periods, for what types of products and services and according to which Spanish regions. The study indicates that this commercial use of the past was closely linked to the spread of Spanish nationalism. Brands try to connect emotionally with consumers by evoking historical national myths and, therefore, their use increased during the periods of intensive nationalist expression. This work was supported by the Ministry of Economy and Competitiveness of the Government of Spain and the European Regional Development Fund under Grants HAR2015-64769-P and PGC2018-093896-B-I00. |
| Databáze: | OpenAIRE |
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