How cool brands stay hot:branding to generation Y
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Main Authors: | |
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Group Author: | |
Published: |
Kogan Page,
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Publisher Address: | London Philadelphia |
Publication Dates: | c2011. |
Literature type: | Book |
Language: | English |
Subjects: | |
Carrier Form: | xvii, 249 p.: ill. ; 25 cm. |
ISBN: |
9780749462505 0749462507 9780749462512 0749462515 |
Index Number: | F713 |
CLC: | F713.55 |
Call Number: | F713.55/B497 |
Contents: |
Includes bibliographical references and index. Defining Generation Y -- Developing a brand model for the new consumer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self-identification with the brand -- Happiness: Gen Ys adoration for branded emotions. Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. |