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Brand Child: Remarkable Insights into the Minds of Today's Global Kids & Their Relationships with Brands - Softcover
* A unique exploration of children's relationships with consumer brands
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About the Author:
Martin Lindstrom is recognized as one of the world's leading brand experts. A former adviser to Lego, Mars, Pepsi and Cartoon Network, he is the author of Brand Building on the Internet and Clicks, Bricks & Brands. More information can be found at MartinLindstrom.com.
From Booklist:
An international marketing research firm spent one year studying the habits of children 8 to 14 years old (dubbed tweens) in 11 countries to determine their relationships with brand-name products and services. This book draws on that study to explore the buying habits of a highly impatient, technology-savvy generation used to exposure to local and international brands, some 8,000 brands a day. In a world of instant communication, brands offer familiarity and security, according to the marketers, who sort tweens into four categories: fringes, influencers, conformers, and passives. Among the findings: nearly half the world's urban tweens have access to the Internet, 20 percent own mobile phones, 10 percent have personal Web sites, and nearly half frequently download music. Marketers are making the adjustment, including planting false Web sites meant to look like amateur sites developed by tweens. Each chapter ends with a summary and action points for marketers. Although the book is aimed at marketers, parents and educators--and tweens themselves--will find much fascinating information here. Vanessa Bush
Copyright © American Library Association. All rights reserved
Copyright © American Library Association. All rights reserved
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- PublisherKogan Page
- Publication date2004
- ISBN 10 0749442840
- ISBN 13 9780749442842
- BindingPaperback
- Number of pages320
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Brandchild: Remarkable Insights Into the Minds of Today's Global Kids & Their Relationships with Brands
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(2004)
ISBN 10: 0749442840
ISBN 13: 9780749442842
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Brandchild: Remarkable Insights Into The Minds Of Today's Global Kids And Their Relationships With Brands
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Kogan Page Ltd
(2004)
ISBN 10: 0749442840
ISBN 13: 9780749442842
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Book Description Paperback. Condition: Brand New. revised edition. 321 pages. 9.25x6.00x1.00 inches. In Stock. Seller Inventory # zk0749442840
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BrandChild (Paperback)
Published by
Kogan Page Ltd, London
(2004)
ISBN 10: 0749442840
ISBN 13: 9780749442842
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Book Description Paperback. Condition: new. Paperback. Praise and Reviews "This is a must read book.Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, 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 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Seller Inventory # 9780749442842
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