Bibliograph

How cool brands stay hot, branding to Generation Y, Joeri Van den Bergh and Mattias Behrer

Type

Label

How cool brands stay hot, branding to Generation Y, Joeri Van den Bergh and Mattias Behrer

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

How cool brands stay hot

Medium

electronic resource

Nature of contents

bibliography

Responsibility statement

Joeri Van den Bergh and Mattias Behrer

Sub title

branding to Generation Y

Summary

'How Cool Brands Stay Hot' reveals what drives generation Y (13-29 year-olds) and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'., How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC

Classification