How cool brands stay hot:
Bergh, Joeri Van Den
How cool brands stay hot: branding to Generations Y Joeri Van den Bergh, Mattias Behrer. - New Delhi Kogan Page 2011 - 249 P. Hard
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.
978 0 7494 6250 5
Brand Management
Young adult consumers
Generation Y.
658.827
How cool brands stay hot: branding to Generations Y Joeri Van den Bergh, Mattias Behrer. - New Delhi Kogan Page 2011 - 249 P. Hard
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.
978 0 7494 6250 5
Brand Management
Young adult consumers
Generation Y.
658.827