Nowadays, the customers often feel in danger in current unstable and unpredictable period of industrial, political, social and economic transition. In this environment, the weakened individuals find themselves in search of security references, identity, well-being, dream, emotion and re-enchantment, and consequently they want to return to the past and their memories, yearning for a sense of security and stability. They become nostalgic, seeking values of authenticity. On this basis, enterprises develop a strategy of nostalgic brands that appeal to the emotions, experiences and memories of the consumers. As a result, the basis of relations between the consumer and the brand is nostalgia, which is a positive attitude towards brands that are directly or indirectly related to the consumer’s past. The aim of this article is to evaluate the possibilities of implementation of the strategy of nostalgic brand. The results of own empirical research conducted in 2018 on a group of 16 international experts are presented. Both French and Polish experts positively evaluated the potential of nostalgic brands. Some differences in the opinions of the French and Polish experts are visible. The proposition of model of the nostalgic brands positioning is also presented. According to the experts, the basic principle for positioning of the nostalgic brand is having a strong brand history. Nostalgic brands are recommended for the following sectors: fashion, food, cosmetic (especially perfumes), luxury products, automotive, high-tech (music), entertainment and decorative. The results can serve as a guide for managers in implementing the strategy of nostalgic brand and can help identify the crucial elements needed for positioning of the brand based on the nostalgic feelings.