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" How cool brands stay hot : "
Joeri Van den Bergh, Mattias Behrer
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BL
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| Record Number
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598539
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| Doc. No
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b427758
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| Main Entry
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Bergh, Joeri van den,1971-
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| Title & Author
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How cool brands stay hot : : branding to generation Y /\ Joeri Van den Bergh, Mattias Behrer
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| Page. NO
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xvii, 249 pages :: illustrations ;; 25 cm
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| ISBN
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9780749462505
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: 0749462507
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: 9780749462512
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: 0749462515
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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
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| Abstract
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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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| Subject
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Young consumers
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Young adult consumers
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Generation Y
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Target marketing
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Product management
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Consumer behavior
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| Dewey Classification
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658.8/27
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| LC Classification
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HF5415.332.Y66B47 2011
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| Added Entry
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Behrer, Mattias
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