How cool brands stay hot: branding to Generation Y
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2013
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | TUM01 Volltext |
| Beschreibung: | First published in Great Britain and the United States in 2011 by Kogan Page Limited |
| Beschreibung: | 1 Online-Ressource (xx, 267 Seiten) |
| ISBN: | 9780749468057 074946805X 9781299160194 1299160190 |
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| 100 | 1 | |a Van den Bergh, Joeri |d 1971- |e Verfasser |0 (DE-588)139398228 |4 aut | |
| 245 | 1 | 0 | |a How cool brands stay hot |b branding to Generation Y |c Joeri Van den Bergh and Mattias Behrer |
| 250 | |a Second edition | ||
| 264 | 1 | |a London |b Kogan Page |c 2013 | |
| 300 | |a 1 Online-Ressource (xx, 267 Seiten) | ||
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| 500 | |a First published in Great Britain and the United States in 2011 by Kogan Page Limited | ||
| 505 | 8 | |a List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; 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 | |
| 505 | 8 | |a The power of word-of-mouth The research base: 5,000 brand stories can't be wrong; The five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand | |
| 505 | 8 | |a Chapter 7 Happiness: Gen Y's adoration for branded emotions | |
| 505 | 8 | |a 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. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how to reach them. The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer and was Winner of the 2012 Berry-AMA for Best Book in Marketing. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.-- | |
| 505 | 8 | |a Includes bibliographical references and index | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Consumer behavior |2 fast | |
| 650 | 7 | |a Generation Y. |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
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| 650 | 7 | |a Young consumers |2 fast | |
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| 650 | 4 | |a Young adult consumers | |
| 650 | 4 | |a Generation Y. | |
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| 650 | 4 | |a Product management | |
| 650 | 4 | |a Consumer behavior | |
| 700 | 1 | |a Behrer, Mattias |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804174955188846592 |
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| author | Van den Bergh, Joeri 1971- Behrer, Mattias |
| author_GND | (DE-588)139398228 |
| author_facet | Van den Bergh, Joeri 1971- Behrer, Mattias |
| author_role | aut aut |
| author_sort | Van den Bergh, Joeri 1971- |
| author_variant | d b j v dbj dbjv m b mb |
| building | Verbundindex |
| bvnumber | BV042740970 |
| collection | ZDB-4-NLEBK |
| contents | List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; 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 five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition 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; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand Chapter 7 Happiness: Gen Y's adoration for branded emotions 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. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how to reach them. The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer and was Winner of the 2012 Berry-AMA for Best Book in Marketing. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.-- Includes bibliographical references and index |
| ctrlnum | (ZDB-4-NLEBK)522438 (OCoLC)828302580 (DE-599)BVBBV042740970 |
| dewey-full | 658.8/27 658.827 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
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| id | DE-604.BV042740970 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:37Z |
| institution | BVB |
| isbn | 9780749468057 074946805X 9781299160194 1299160190 |
| language | English |
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| spelling | Van den Bergh, Joeri 1971- Verfasser (DE-588)139398228 aut How cool brands stay hot branding to Generation Y Joeri Van den Bergh and Mattias Behrer Second edition London Kogan Page 2013 1 Online-Ressource (xx, 267 Seiten) txt rdacontent c rdamedia cr rdacarrier First published in Great Britain and the United States in 2011 by Kogan Page Limited List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; 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 five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition 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; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand Chapter 7 Happiness: Gen Y's adoration for branded emotions 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. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how to reach them. The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer and was Winner of the 2012 Berry-AMA for Best Book in Marketing. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.-- Includes bibliographical references and index BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Consumer behavior fast Generation Y. fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Wirtschaft Young consumers Young adult consumers Generation Y. Target marketing Product management Consumer behavior Behrer, Mattias aut Erscheint auch als Druck-Ausgabe, Paperback 0-7494-6804-1 Erscheint auch als Druck-Ausgabe, Paperback 978-0-7494-6804-0 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=522438 Aggregator Volltext |
| spellingShingle | Van den Bergh, Joeri 1971- Behrer, Mattias How cool brands stay hot branding to Generation Y List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; 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 five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition 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; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand Chapter 7 Happiness: Gen Y's adoration for branded emotions 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. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how to reach them. The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer and was Winner of the 2012 Berry-AMA for Best Book in Marketing. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.-- Includes bibliographical references and index BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Consumer behavior fast Generation Y. fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Wirtschaft Young consumers Young adult consumers Generation Y. Target marketing Product management Consumer behavior |
| title | How cool brands stay hot branding to Generation Y |
| title_auth | How cool brands stay hot branding to Generation Y |
| title_exact_search | How cool brands stay hot branding to Generation Y |
| title_full | How cool brands stay hot branding to Generation Y Joeri Van den Bergh and Mattias Behrer |
| title_fullStr | How cool brands stay hot branding to Generation Y Joeri Van den Bergh and Mattias Behrer |
| title_full_unstemmed | How cool brands stay hot branding to Generation Y Joeri Van den Bergh and Mattias Behrer |
| title_short | How cool brands stay hot |
| title_sort | how cool brands stay hot branding to generation y |
| title_sub | branding to Generation Y |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Consumer behavior fast Generation Y. fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Wirtschaft Young consumers Young adult consumers Generation Y. Target marketing Product management Consumer behavior |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Consumer behavior Generation Y. Product management Target marketing Young adult consumers Young consumers Wirtschaft |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=522438 |
| work_keys_str_mv | AT vandenberghjoeri howcoolbrandsstayhotbrandingtogenerationy AT behrermattias howcoolbrandsstayhotbrandingtogenerationy |