How cool brands stay hot
Subtitle: branding to generation Y and Z
By: Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire
Contributors: Behrer, Mattias, author; Maeseneire, Patrick de, writer of foreword
Edition: Third edition.
Publisher: Kogan Page
Published: 2016
Language: eng
Number of pages: 287
ISBN-13: 9780749477172
Subjects: Product management; Generation Y.; Consumer behavior; Young consumers; Young adult consumers; Target marketing
Notes: Includes bibliographical references (pages 242-274) and index.
Table of contents: title: Defining generation Y; title: Developing a brand model for the new customer; title: What cool means to brands; title: The real thing : brand authenticity; title: We all want unique brands; title: Self identification with the brand; title: Happiness : Gen Y's adoration for branded emotions; title: Generation Z.