Brand Child. Remarkable Insights Into The Minds Of Today's Global Kids And Their Relationship With Brands

Cover Type: Hardcover
Book Condition: As New
Jacket Condition: As New
Publisher: Kogan Page Ltd
Publisher Place: London
Publisher Year: 2003
Edition: First Edition

Description: 368 pages. Book and Jacket appear to have hardly been read and are both in As new condition throughout.

Publishers Description: Tweens (8- to 14-year-olds) comprise a new type of audience. An increasingly powerful and smart consumer group, they spent US$300 billion but influenced an astounding US$1.88 trillion spent across the globe last year. They are different from previous generations in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the TV remote is broken when they cant find the cursor on the screen, they drop from existence when the battery in their cell phone is flat, and they know current brand images better than any advertising expert. Based on the worlds most extensive study of tween attitudes and behaviors ever conducted, BRANDChild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B. Seybold (Customers.com) share their unique views on kids trends and fascinating marketing techniques. BRANDChild summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids trends by analyzing teen-minority groups, communities and clubs. Packed with practical advice on how to create kids brands, including more than 50 previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience. It is requiredreading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.

ISBN: 9780749438678