Gerovital: A Case Study of Revitalizing an Iconic Romanian Brand through Media Representation of Cultural Heritage

Abstract

The following study examines the revitalization of Gerovital, an iconic Romanianbrand, through strategic media representation of cultural heritage. Gerovital, renowned for its anti-aging skincare products, carries a legacy of scientific innovation initiated by Ana Aslan (1897–1988). This research investigates how the brand has reinterpreted its historical significance, positioning itself as a symbol of Romanian ingenuity andresilience, a concept explored by Torelli et al. (2010) in their study on cultural brand meanings.

To analyze Gerovital’s brand revitalization, this study employs a mixed-methodsapproach. A quantitative content analysis, based on the framework of Gibson and Ward (2000) and adapted by Filipescu (2020), evaluates the structure and messaging strategies of the Gerovital-Farmec website and its official social media pages. By measuring the frequency of heritage-related themes and user interactions, the study assesses how digital communication reinforces brand identity and engagement. In parallel, a qualitative audiovisual analysis of YouTube content follows the methodology outlinedby Kozinets (2010) for studying digital narratives, exploring how Gerovital integrates historical storytelling with modern marketing strategies to maintain relevance. Findings reveal that Gerovital successfully leverages nostalgia, national pride, andauthenticity to foster emotional connections with consumers, a phenomenon well-documented by Hartmann and Brunk (2019) in their work on nostalgia marketing. Digital storytelling, visual imagery, and social media engagement serve as key pillars in revitalizing its identity while appealing to both domestic and international audiences. As Wilson (2018) emphasizes, the power of storytelling in brand management plays acrucial role in sustaining consumer interest and loyalty.

By balancing heritage with contemporary branding tactics, Gerovital exemplifies how legacy brands can thrive in evolving markets. This case study highlights the role of media representation in shaping consumer perceptions of heritage brands, offering insights into effective revitalization strategies. It underscores the importance of integrating historical narratives with digital engagement to sustain brand longevity in a competitive landscape.