How Cool Brands Stay Hot: Branding to Generation Y

Capa
Kogan Page Publishers, 03/03/2013 - 288 páginas

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand.

The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

 

Páginas seleccionadas

Índice

Introduction
1
01 Defining Generation Y
5
02 Developing a brand model for the new consumer
47
03 What cool means to brands
62
brand authenticity
108
05 We all want unique brands
140
06 Selfidentification with the brand
161
Gen Ys adoration for branded emotions
198
08 Conclusion
231
Appendix 1 A word from the research team
235
Appendix 2 The Staying Alive Foundation
237
References
238
Index
262
Direitos de autor

Outras edições - Ver tudo

How Cool Brands Stay Hot: Branding to Generation Y
Joeri van den Bergh,Mattias Behrer
Pré-visualização indisponível - 2013
How Cool Brands Stay Hot: Branding to Generation Y
Joeri Van Den Bergh,Mattias Behrer
Pré-visualização indisponível - 2014

Palavras e frases frequentes

Adidas adolescents advertising Available behaviour Bergh blogs Boomers brain brand authenticity brand personality campaign cent Coca-Cola Coke colours connect consumers Converse cool brands coolhunters cosplay created creative culture definition Diageo DIESEL Eastpak Esprit Ex-smokers experience Facebook fashion favourite brands feel find finding first fit five Forever 21 friends Gen Y Gen Y’s Gen Yers Ghent Belgium global happiness Havaianas identity important influence innovations InSites Consulting instance Interview iPad iPhone jeans launched Levi’s lifestyle look memes Millennials mobile negative Nike offline ofthe Online parents PepsiCo positive emotions Red Bull reflect self-identification smartphones smoking social media social networks specific stories strategy style subcultures target group teenagers teens there’s today’s tribes unique values what’s young youngsters youth brands youth market YouTube

Acerca do autor (2013)

Joeri Van den Bergh is the co-founder of InSites Consulting, a global new generation research agency with offices in Belgium, the UK, France, Switzerland and the Netherlands. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca-Cola.

Mattias Behrer is the SVP, General Manager of MTV North Europe & MTV International Property Marketing. Prior to this he spent seven years with retail giant H&M. He has also worked as Global Brand Manager for DeLaval (TetraLaval Group) and is the co-author of a book in Swedish about event marketing and the experience economy.

Informação bibliográfica

TítuloHow Cool Brands Stay Hot: Branding to Generation Y
AutoresJoeri Van Den Bergh, Mattias Behrer
Edição2, ilustrada
EditoraKogan Page Publishers, 2013
ISBN074946805X, 9780749468057
Número de páginas288 páginas
  
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