Can Rebranding Trigger Nostalgia Affecting Consumer Behaviour?

Abstract

Rebranding is a strategic process that entails updating a company's or product's visual identity, message, or overall brand image. Rebranding may be done for either. It is often done with the purpose of adjusting to shifting market trends, expanding the brand's reach to new audiences, or reinvigorating the image customers have of the company in their thoughts. One of the most interesting aspects of rebranding is the possibility that it would elicit feelings of nostalgia, which are intense emotional responses that have the ability to shape customer behaviour. The emotion of nostalgia draws on pleasant past recollections and experiences to evoke feelings of familiarity and connection. When seen in this light, rebranding initiatives that are effective in incorporating nostalgic themes may have a dramatic effect on the perceptions, engagement, and loyalty of customers. During this conversation, we are going to investigate how rebranding might arouse feelings of nostalgia and the ensuing impacts that this can have on the behaviour of consumers.