| Summary: | Along
with the postmodern transition of marketing, new concepts have emerged. One of
these concepts is the retro marketing, which aims to revitalize forgotten
products, brands, and combine old and new. Retro marketing aims to present
products or services to the market in a nostalgic structure. Retro products
delight consumers as there are products that remind of an anime, an event, or
an object that lived in the past. For this reason, companies try to appeal to
consumers' aspirations of the past by aiming to give consumers more pleasure
while creating brand identity and brand image. The purpose of this research is
to investigate the brand image and brand identity created with the aim of retro
marketing and examine the nostalgia and brand relation in the eyes of
consumers. The purpose of this research is to investigate the brand image and
brand identity created with the aim of retro marketing and examine the
nostalgia and brand relation in the eyes of consumers.
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