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Description
Flashcards by Madeline Briscoe, updated more than 1 year ago
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Created by Madeline Briscoe
over 8 years ago
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| Question | Answer |
| what is nostalgia? | A preference towards objects (people, places or things) that were common (popular, fashionable or widely circulated) when one was younger |
| how is nostalgia used in marketing? | provides a link between the brand and the consumers past to evoke emotional response to create brand awareness and brand association |
| what are the attributes of nostalgia? | -A sense of decline/loss; space and time -A melancholic vision of the contemporary world based on perceived crisis in our civilization -A sense of loss of individual autonomy -A loss of simplicity, authenticity and emotional spontaneity in a mass consumption culture |
| what are the 4 types of nostalgia? | 1. everyday nostalgia (continuity) 2. tradition (non-discontinuity) 3. uniqueness of a moment (first time nostalgia) 4. independence and one's identity (no long-standing nostalgia) (Kessous and Roux) |
| how can marketers use everyday nostalgia? | fulfils a need for security; hedonism; re-experience great moments of the past (e.g. haribo lollies) |
| how can marketers use tradition nostalgia? | -provides for points of reference that are lacking in our contemporary post-modern society -brands that communicate their authenticity as a guarantee of quality, sincerity and trust (e.g werther's original) |
| how can marketers use uniqueness of a moment nostalgia? | Create a symbolic link with someone from the past, thus turning an absence into a presence . . . these objects (the brand) are guardians of the past . . . bring the past into the present (e.g. keep part of first pair of running shoes) |
| how can marketers use independence and one's identity nostalgia? | - Nostalgia helps build the present to plan one’s future . . . brands that use this this type of nostalgia re-launch old products - associated with transition and ‘turning points moments’ such as the end of adolescence |
| examples of nostalgic strategies | -sports teams giving away collectibles with paid admissions to certain sports events -Classic magazine issues |
| how can mood be used as a nostalgia branding strategy? | -target customers in less positive mood who may desire to escape undesirable mood states by returning to better times past -position brand to coincide with likely episodes of less positive mood |
| how do we create brand awareness using nostalgia | Keller triangle (customer based brand equity model)- brand aims to create emotional attachment so nostalgia creates an emotional attachment |
| why is nation branding complex? | destinations are comprised of various public and private organisations as well as individual services that cannot be controlled by brand managers |
| who are the stakeholders of nation branding? (nation brand hexagon) | -tourism -exports -governance -investment and immigration -culture and heritage -people |
| what is the destination brand equity model | destination brand equity, made up of -perceived quality, destination brand associations and awareness, destination brand loyalty (pre+post visit) |
| how can a body (gov, destination marketing org, travel agency, tour operators) market a nation? | establish: brand identity, brand personality, brand culture, brand soul and brand character |
| what do tourists want in a destination today? | authentic experiences, more individual in nature . . . stimulation, social interaction, experiential learning . . . less family focus, less relaxation . . . less memorable experience shared by all family members (Kerr) |
| what are the 3 characteristics of strong national brands? | -long history -their economy and standard of living is very high -stable political environment *also, nation is like umbrella brand for other tangible things associated with the country (flag, famous citizens, icons, lang) |
| what are attributes of well-branded cities? | -quality of life for its residents, walkkability, 24 hr access, public spaces, inclusive transport network -cities are gateway to nation, shape national identity |
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