But Where Are the Tastes of Yesteryear? Mapping the Commodification of Communist-Era Food Brands

Abstract

This chapter explores the configuration of communist-era food brands into the broader context of the local market. The analysis is guided mainly by the success stories of transitioning brands and by the unexpected presence of preserved food dating from more than 30 years ago. The introduction reviews the links between memory and material culture and between the marketing of nostalgia and branding strategies. The second part resumes the authors’ previous findings on a typology of Romanian brands from the past (“Originals”, “Updated”, “Romanian Tastes”, “Archetypal Figures”, “Nostalgic”, and “Collectibles”) and presents a new analysis within the framework established by Wally Olins, based on the four vectors of brand tangibility. Gaining a different perspective on the commodification of communist-era food brands, the discussion looks upon the longevity of past brands in relation with the following criteria: product/recipe, identity/packaging, communication/advertising, and consumer experience/taste.