ABSTRACT
This chapter provides an understanding of human experiences and describes experiential perspectives of consumption. It examines the application of the human experiences construct in branding through an exploration of the concepts of the experience economy and experiential marketing. The chapter discusses ways organisations can pursue emotional branding by harnessing the complex human emotion of nostalgia in their brand marketing. It presents a discussion of retro branding and aims to understand its contribution to the development and management of brand meaning. The plethora of ways the concept of experience can be understood has resulted in different interpretations and conceptualisations of experiences in marketing literature, including product experiences, shopping and service experiences, and consumption experiences. Nostalgia is a human emotion brand marketers have increasingly been exploring over the last two decades as part of ‘feel’ experiential strategy because people live longer and the world’s population is ageing.
