Nostalgia Marketing: Brand Renewal of "Old Firms" Based on Consumer Emotional Reconstruction——Take the Great White Rabbit Milk Candy as an Example

Abstract

Nostalgia marketing is one way to revitalize old brands. Most nostalgia marketing is based on recreating the consumer's past to stimulate nostalgia. However, how to capture the emotional needs of consumers in today's society and use modern means of nostalgia marketing is still to be explored. Therefore, by recreating the case of the White Rabbit Creamy Candy, this study explores the motives that influence consumers' nostalgic consumption and proposes a marketing strategy to revitalize the old brand. The study suggests that nostalgia marketing captures the characteristics of the ear to innovative brands and products. The core breakthrough point is to insight into the psychological needs of consumers and the motivation of consumer nostalgia consumption, and then to provide the emotional value behind the product and the emotional fulfillment. The old brands need to ensure product quality and adhere to the brand connotations. At the same time, brands should focus on the psychological needs of consumers in modern society, so as to dig deep into the emotional value of the brands. In modern society, brands should also have the characteristics of the times, in order to extend the brand's vitality.