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    How cool brands stay hot : branding to generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire.

    By: Bergh, Joeri van den, 1971- [author.]Contributor(s): Behrer, Mattias [author.] | Maeseneire, Patrick de [writer of foreword.]Material type: TextTextPublisher: London : Kogan Page, 2016Edition: Third editionDescription: xxii, 287 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749477172; 0749477172Subject(s): Young consumers | Young adult consumers | Generation Y | Target marketing | Product management | Consumer behavior | Consumer behavior | Generation Y | Product management | Target marketing | Young adult consumers | Young consumers | Kundenmanagement | Markenpolitik | ZielgruppeDDC classification: 658.8/27 LOC classification: HF5415.332.Y66 | .B47 2016Online resources: Table of contents | View this book online, via VLeBooks, both on- and off-campus | Contributor biographical information | Publisher description | View this book online, via VLeBooks, both on- and off-campus
    Contents:
    Defining generation Y -- Developing a brand model for the new customer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self identification with the brand -- Happiness: Gen Y's adoration for branded emotions -- Who's next? Generation Z.
    Summary: "While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them. The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research." - Provided by publisher.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415.332.Y66 .B47 2016 (Browse shelf (Opens below)) 1 Available STACKS 51952000228615
    Books Books Main Library
    		HF5415.332.Y66 .B47 2016 (Browse shelf (Opens below)) 1 Available STACKS 51952000228622

    Includes bibliographical references (pages 242-274) and index.

    "While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them. The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research." - Provided by publisher.

    Defining generation Y -- Developing a brand model for the new customer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self identification with the brand -- Happiness: Gen Y's adoration for branded emotions -- Who's next? Generation Z.

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