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How cool brands stay hot：branding to generation Y

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Bibliographic Details
Main Authors: Bergh Joeri van den 1971-
Group Author: Behrer Mattias
Published: Kogan Page,
Publisher Address: London Philadelphia
Publication Dates: c2011.
Literature type: Book
Language: English
Subjects:
Young consumers
Young adult consumers
Generation Y
Target marketing
Product management
Consumer behavior
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.

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