How Cool Brands Stay Hot
eBook - ePub

How Cool Brands Stay Hot

Branding to Generations Y and Z

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

How Cool Brands Stay Hot

Branding to Generations Y and Z

About this book

WINNER: Berry-AMA Book Award 2012 (1st edition)
WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) 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.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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Yes, you can access How Cool Brands Stay Hot by Joeri Van Den Bergh,Mattias Behrer in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Kogan Page
Year
2016
Print ISBN
9780749477172
eBook ISBN
9780749477219
Edition
3
Topic
Business
Subtopic
Advertising
Index
Business

Index

Note: Page numbers in italic indicate figures or tables.
1-4-1 (one for one) business model 226–27
3Com Corporation 92
3M 94
7 For All Mankind 146
22tracks.com 159
24 (TV series) 40
50 Cent 106
1664 beer 119
AAMI Safe Driver app 71
AB InBev 118
ABBA 113
abbey beers 118
Abercrombie & Fitch 37, 90, 152, 185, 187, 210, 234
Absinthe 74
Absolut Vodka 74, 140, 167, 170
Academy Awards 222
The Accordian Family: Boomerang Kids, Anxious Parents and the Private Toll of Global Competition 15
Activision 89
adaptation principle 195
Adidas 32, 60, 80, 102, 108, 115, 118, 119–20, 147, 194
adult fans of LEGO (AFOLs) 98
adultescents 99
adults, desire to stay young and cool 98–99
advergames 200
Aéropostale 231
AirBNB 161
Albert Heijn 78, 79
Albrecht, Theo 144
Aldi brothers 144
Alexander Wang 234
Ali-A 139
Ali, Muhammad 108, 118
Allen, Lily 28
AllState Insurance 189–90
Always 112
#LikeAGirl campaign 225–26
America’s Nex...

Table of contents

  1. Cover
  2. Praise for How Cool Brands Stay Hot
  3. Dedication
  4. Title Page
  5. Contents
  6. Foreword
  7. What’s new in this edition?
  8. Acknowledgements
  9. Introduction
  10. 01    Defining Generation Y
  11. 02    Developing a brand model for the new consumer
  12. 03    What cool means to brands
  13. 04    The real thing: brand authenticity
  14. 05    We all want unique brands
  15. 06    Self-identification with the brand
  16. 07    Happiness: Gen Y’s adoration for branded emotions
  17. 08    Generation Z
  18. 09    Conclusion
  19. Appendix
  20. References
  21. Index
  22. Copyright