The thesis looks at the possibility of endorsing commercial research and ways of building imagos in the concept of “old age” and increasing the value of old age. Based on the brand building literature, the targets for marketing Old Age are formed: interaction between different ages, honest discussion about Old Age and raising the self esteem of old people.
The subject is also viewed from product and designing point of view, what kind of products would suite the identity of Old Age and strengthen its image? Two products are looked at as examples of design: care-wear for people with dementia and granny dolls aimed for children. The products are set in marketing design phases and how they match the targets and values set for the brand “Old Age”.