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How Cool Brands Stay Hot : Branding to Generation Y [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Van Den Bergh, Joeri. Behrer, Mattias. |
| 서명/저자사항 | How Cool Brands Stay Hot[electronic resource] :Branding to Generation Y. |
| 판사항 | 2nd ed. |
| 발행사항 | London : Kogan Page, 2013. |
| 형태사항 | 1 online resource (288 pages) |
| ISBN | 9780749468057 (electronic bk.) 074946805X (electronic bk.) 0749468041 9780749468040 9781299160194 (MyiLibrary) 1299160190 (MyiLibrary) |
| 일반주기 |
Chapter 7 Happiness: Gen Y's adoration for branded emotions.
|
| 서지주기 | Includes bibliographical references. |
| 내용주기 | List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; Introduction; 01 Defining Generation Y; X, Y, Z: three youth generations; The Millennial consumer in the United States; A cause without rebels: the new parent-child paradigm; Insane in the brain: teenage neurology; Stimulation junkies; A fragmented world; Crowd-sourcing and co-creation; A soap called 'ME': youth's new narcissism; Millennial myths: debunking conceptions of Gen Y; Conclusion; 02 Developing a brand model for the new consumer. The power of word-of-mouthThe research base: 5,000 brand stories can't be wrong; The five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition of 'cool'; The magic cool formula; Not all categories are equally cool; How to make your brand cool; Is Gen Y loyal to cool brands?; How to find out what's cool; Peter Pandemonium: adults' desire to stay young and cool; Conclusion; 04 The real thing: brand authenticity; The roots of real: why brand authenticity is the 'in' thing. True tales and crafted cult: how brands portray authenticityThe first, the last, my everything: using indicators of origin; Irony killed authenticity: Gen Y's perception of authentic claims; How Gen Y values honesty; Levi's translates authenticity to Gen Y; Conclusion; 05 We all want unique brands; How unique is your unique selling proposition?; Brand DNA; Love is a battlefield: identifying market drivers; Brand mascots, somatic markers and memes; Conclusion; 06 Self-identification with the brand; Knowing me, knowing you: teens' identity construction. A quest called tribe: teens' search for a fitting lifestyleA 3D mirror for everyone: mapping youth lifestyles; Global citizens with a national identity; No ID, no entrance: implications for brands; From Avatar to YouTube: online identity construction; Conclusion; 07 Happiness: Gen Y's adoration for branded emotions; We think less than we think: the central role of emotions; You're not the only one with mixed emotions: emotions related to brands; How brands can tap into emotions; Hijacks, hate and videotapes: when negative buzz takes over. Don't worry, be happy: arousing happiness through experiencesMagic moments: brand activation and the gamification of marketing; Magic spaces: pop-up stores; Coca-Cola's focus on happiness; Conclusion; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand. |
| 요약 | 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. But what drives them and how do you develop the right brand strategies to reach this critical generation? This revised and updated 2nd edition of How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. Full of statistics and case studies incl. |
| 일반주제명 | Young consumers. Young adult consumers. Generation Y. Target marketing. Product management. Consumer behavior. BUSINESS & ECONOMICS -- Advertising & Promotion. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Van Den Bergh, Joeri.How Cool Brands Stay Hot : Branding to Generation Y.London : Kogan Page, 짤20139780749468040 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=522438 |
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