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How cool brands stay hot : branding to generation Y / Joeri van den Bergh, Mattias Behrer.

By: Contributor(s): Material type: TextTextPublication details: London : Kogan Page, 2013.Edition: 2nd edDescription: 240 p. ; 24 cmISBN:
  • 9780749468040 (pbk.) :
  • 0749468041
  • 9780749468040 (paperback) :
Subject(s): DDC classification:
  • 658.827 BER
LOC classification:
  • HF5415.332.Y66
Contents:
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
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'.
Holdings
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'.

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