How Cool Brands Stay Hot: Branding to Generations Y and Z

Εξώφυλλο
Kogan Page Publishers, 3 Απρ 2016 - 312 σελίδες

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

Previous editions of How Cool Brands Stay Hot have won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and the 2011 Expert Marketing Magazine's Marketing Book of the Year award. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

 

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Περιεχόμενα

Introduction
1
01 Defining Generation Y
5
02 Developing a brand model for the new consumer
43
03 What cool means to brands
57
brand authenticity
101
05 We all want unique brands
130
06 Selfidentification with the brand
149
Gen Ys adoration for branded emotions
177
08 Generation Z
209
09 Conclusion
236
Appendix
240
References
242
Index
275
Πνευματικά δικαιώματα

Άλλες εκδόσεις - Προβολή όλων

Συχνά εμφανιζόμενοι όροι και φράσεις

Σχετικά με τον συγγραφέα (2016)

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.

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