Bibliograph

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

Type

Label

How cool brands stay hot, branding to generation Y, Joeri Van den Bergh, 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

Nature of contents

dictionariesbibliography

Oclc number

707822164

Responsibility statement

Joeri Van den Bergh, Mattias Behrer

Sub title

branding to generation Y

Summary

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

Table Of Contents

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

Classification