商品簡介
Van den Bergh, who is associated with a research agency, and Behrer, who works for a media corporation, explain five attributes of successful brands that reach Generation Y: coolness, realness, uniqueness, self-identification with the brand, and happiness. They address myths about the millennial generation, describe their characteristics, and consider the impact of their vision on youth branding, then use case studies to illustrate each attribute. This edition adds a new global perspective with new case studies from Asia, the US, and Eastern Europe, and new global research projects. It includes new topics like crowdsourcing and co-creation, gamification, employer branding, and global vs. local brand identity, and has more focus on the social media parts of campaigns and social branding. It adds new non-profit case studies, such as the Ex-smokers campaign, LUTA, and Music for Life, and more information on the differences between Generation Y and other generations, word-of-mouth, consumer immersion, and brand and corporate honesty. It has new case studies on O2, Russian Standard Vodka, Converse, Eastpak, State Farm, Forever 21, Heineken Club of the Future, Pinterest, Esprit, Havaianas, Abercrombie & Fitch, Nokia Lumia 920, Lay's, Tomorrowland, KFC, Trader Joe's, Share a Coke, ROM, Intel, Nike's The Change, and 55DSL, and new content on cool advertising, Generation Y's commitment phobia, and subcultures and tribes in the US. Annotation c2013 Book News, Inc., Portland, OR (booknews.com)
