Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films

Abstract: The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. This qualitative study utilized focus groups to explore the use of nostalgia in brand extensions and its impact on brand perceptions, focusing on the cases of Barbie and Super Mario Bros films. The research design is comparative, with separate focus groups for each film to delve deeper into the theme of nostalgia. The study shows how the effective evocation of strong nostalgic feelings has an important role in the revitalization of brands. Strong brand communities in combination with personal nostalgia are shown to influence brand perception and positive attitudes to brand extensions.