How Cool Brands Stay Hot: Branding to Generations Y and Z

By Joeri Van Den Bergh and Mattias Behrer

Book Overview

While the first two editions of "How Cool Brands Stay Hot" focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.

• Format: Paperback
• Language: English
• ISBN: 0749477172
• ISBN13: 9780749477172
• Release Date: April 2016
• Publisher: Kogan Page
• Length: 312 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"