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Between Past and Present: Nostalgia Branding

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

Nostalgia can be defined as a psychological, cultural and social phenomenon which leads to re-evaluating, often overevaluing, the past and everything connected with it. In order to find a basis for their existential searching, individuals imagine a past which was more beautiful and purer than it really was. A new concept of authenticity is now being imposed on the market, which considers the true, the authentic, to be the result of an idealized reconstruction of the past.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Between Past and Present: Nostalgia Branding," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 24-28, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_3
    DOI: 10.1007/978-0-230-23351-5_3
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