TY  - GEN
AU  - Bergh, Joeri Van Den 
AU  - Behrer, Mattias
TI  - How cool brands stay hot: branding to Generations Y
SN  - 978 0 7494 6250 5
U1  - 658.827 
PY  - 2011///
CY  - New Delhi
PB  - Kogan Page
KW  - Brand Management
KW  - Young adult consumers
KW  - Generation Y.
N1  - 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; 18/28-JULY-11; APNA BOOK SUPLIERS
N2  - 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
ER  -