How cool brands stay hot : branding to generation Y / Joeri van den Bergh, Mattias Behrer.
Material type: TextPublication details: London : Kogan Page, 2013.Edition: 2nd edDescription: 240 p. ; 24 cmISBN:- 9780749468040 (pbk.) :
- 0749468041
- 9780749468040 (paperback) :
- 658.827 BER
- HF5415.332.Y66
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.827 BER (Browse shelf(Opens below)) | 1 | Available | 216127 |
Previous ed.: 2011.
Includes bibliographical references and index.
List of figures List of tables What s new in this edition? 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-mouth The research base: 5,000 brand stories can t be wrong The fi ve success factors of Gen Y brands CRUSH into practice: two case studies Conclusion 03 What cool means to brands Gen Y s defi nition 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 authenticity The 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 lifestyle A 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 experiences Magic moments: brand activation and the gamification of marketing Magic spaces: pop-up stores Coca-Cola s focus on happiness Conclusion Conclusion Appendix 1 A word from the research team Appendix 2 The Staying Alive Foundation References
'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'.