The generation game

Plettenberg, Daniel
June 2005
Brand Strategy;Jun2005, Issue 193, p56
Trade Publication
Reports on the impact of the changes of preferences among young consumers on the marketing strategies of companies in Germany. Rise of conservatism among the teenagers; Influence of contemporary music movements on young consumers; Factors affecting the preferences of conservative consumers. INSET: Key learnings.


Related Articles

  • Where there's innovation -- there is also passion. Cotter, Richard // Brand Strategy;Oct2006, Issue 206, p11 

    The article identifies areas where companies could make a difference and ensure that their product developed strategy which is really in tune with their brand. Business enterprises need to assess how different products perform and what could be done to make them better from a consumer...

  • ROAR finds brands with youth appeal. Crawford, Anne-Marie // Marketing (00253650);12/9/1999, p5 

    Reports on the results of a research conducted by ROAR, which identified brands being marketed in Great Britain with youth appeal. Examples of products considered to be the retail brands of the future; Questioning of young people's attraction to new brands; Popular advertising campaigns among...

  • Rebuilding the American dream. Reinhard, Keith // Brand Strategy;Oct2007, Issue 216, p11 

    The author reflects on the market trend of the Brand American companies in the U.S. These companies needs a relaunch because they are suffering an international scale. Other companies admitted that they are starting to see recruitment effects as well as the claim that these brands are no longer...

  • A STUDY ON FACTORS INFLUENCING YOUNG CONSUMERS' SMARTPHONE BRAND PREFERENCE IN ERZURUM, TURKEY. Çelik, Ali Kemal; Eygü, Hakan; Oktay, Erkan // European Journal of Business & Economics;2015, Vol. 10 Issue 2, p24 

    Young consumers are the most important users of advanced information and communication technologies among others. Particularly, since the gradually increasing smartphone use among young consumers is taken into consideration, an empirical evidence about their purchase behavior in terms of brand...

  • The kids are all right. Barham, Nick // Brand Strategy;Jun2005, Issue 193, p48 

    Focuses on the ability of young people to develop a broad set of attitudes about their own creative power and to provide their own entertainment. Difficulty of advertisers in addressing the attitude of young consumers; Preferences of young consumers; Role of teenagers in the society. INSET: THE...

  • The brain's growing pain. Richards, Martyn // Brand Strategy;Jun2005, Issue 193, p50 

    Focuses on the need of marketers to understand the psychological development of young consumers. Factors affecting the brand choice of teenagers; Need of teenagers of extreme stimuli to achieve high level of brain activity; Preferences of young consumers. INSET: KEY LEARNINGS.

  • Singing to a musical youth. Hanlon, Rob // Brand Strategy;Jun2005, Issue 193, p54 

    Focuses on how the music industry keeps on top of marketing to the notoriously hard-to-reach youth market. Prevalence of younger music fans; Role of Internet in promoting music artists; Estimate of global sales of recorded music in the year 2004; Use of ringtone versions of artists' singles as a...

  • Dep't Stores Shift From Street to Prep In Hot Teen Sector. Lloyd, Brenda; Pallay, Jessica; Palmieri, Jean; Tschorn, Adam // DNR: Daily News Record;3/14/2005, Vol. 35 Issue 11, p1 

    Reports on the sales performance of young men's urban and streetwear brands in U.S. department stores as of February 2005. Fashion trends in young men's apparel; Analysis of fashion preferences and clothing styles of young consumers by Stuart Goldblatt of Federated Department Stores; Factors...

  • The effect of sales promotion on post-promotion brand preference: A meta-analysis. DelVecchio, Devon; Henard, David H.; Freling, Traci H. // Journal of Retailing;Sep2006, Vol. 82 Issue 3, p203 

    Abstract: The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics