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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Packed with practical advice on how to create kids’ brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience
Contents: Tweens • Tween dreams for sale • Bonded to brands: the transition years • Exit fairyland • Creating imagination • How do tweens feel about brands? • Stardust • The peer factor • Cyberchild • Personalized brands build strong businesses • Santa’s nightmare • The essence of being a child • Pump up the volume • Superchannels • Kidzbiz • Tweens take to hats • Calling kidsISBN - 9780749444433
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Pages : 322
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