Nostalgia and brand management –Churning human emotions for Business profits

Capitalizing on human emotions has been a powerful dynamo influencing sales of almost all major brands, Some times it may be silent but dominant enough to tigger longliness for the product, a strom brews within the human mind which drowns the intellect and surprasses factors like modern features and latest trends to give way to desire for procuring a vinatge product with sometimes old features. Whenever there is economic uncertainity, retro marketting works as a charm, heritage brands exploit their historical legacy and social acceptance of yesterdays to boost current saturated sales. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the image of the brand(Shamoon et al)².

This paper deals with understanding link of nostalgia in boosting sales, importance of nostalgic branding, the types of nostalgic brand relationships and its impact on consumption behaviour of consumers. It goes on to analze why sometimes nostalgia fails.