Brandchild : remarkable insights into the minds of today's global kids and their relationships with brands
著者
書誌事項
Brandchild : remarkable insights into the minds of today's global kids and their relationships with brands
Kogan Page, 2003
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
目次
- Part 1 Tweens: Meet the new kids
- Planet kids
- Summary
- Action points. Part 2 Tween dreams for sale: Fear
- Fantasy
- Mastery
- Humour
- Love
- Stability
- The mirror effect
- Collection value
- Gaming ability
- Summary
- Action points. Part 3 Bonded to brands: the transition years Nigel Hollis: CEO's heads explode
- Forming the bond between tweens and brands
- Tapping into the power of tween advocacy
- Tapping into future loyalty
- Brand attraction matters
- Tweens are just like us, only more so
- Summary
- Action point. Part 4 Exit fairyland: Beliefs versus dreams versus aspirations
- God inc.
- The death of belief
- The new icons
- Tweens are inspired by tweens, who are inspired by tweens
- The search for the true tween aspiration
- Tribes
- Summary
- Action points. Part 5 Creating imagination: Building the sensory experience
- Licensing is more than just spreading the news
- You've got Britney
- The networked brand
- Brand + Nothing = Fiasco
- Offline - online
- Sound + Sight + Smell + Taste + Touch = Brand
- It all adds up
- Summary
- Action points. Part 6 How do tweens feel about, Patricia B Seybold: Brands vs no brands
- Relationship with corporate brands
- Summary. Part 7 Stardust: Creating icons we admire
- Mainstream has become substream
- Three fundamentals
- Branding is all about personality
- Every brand is a human brand
- Being direct
- Summary
- Action points. Part 8 The peer factor: Using peer-to-peer marketing to build brands
- Summary
- Action points. Part 9 Cyberchild: Welcome to a new tween reality
- Creating a new tween identity
- Marketing in many virtual worlds
- Eight guidelines for targeting tweens
- It all counts
- Summary
- Action points. Part 10 Personalized brands build strong businesses Patricia B Seybold
- Kids help to design an interactive retail concept
- What's the Build-a-Bear experience?
- Built-in upselling and cross-selling
- Beary viral marketing
- Keep the honey flowing and the buzz alive
- Staying attuned to customers. Part 11 Santa's nightmare Adding life to brands
- Where it all begins
- Where does all this leave the tweens. and us?
- Summary
- Action points. Part 12 The essence of being a child Yun Mi Antorini. Part 13 Pump up the volume: The young and the rich
- 360-degree tween branding
- The future? Part 14 Superchannels: The next generation of media planning
- Summary
- Action points. Part 15 Kidzbiz: Why tweens?
- Summary
- Action points. Part 16 Tweens take to hats: Where did you get your lid?
- The Lids customer experience
- Encouraging repeat buying behaviour
- Early pioneer of the integrated clicks-and-bricks experience
- Oversealous retail expansion led to a merger with HatWorld
- Summary. Part 17 Calling kids: KGOY
- The dramatic shift in marketing planning
- Summary
- Action points. Appendices: about the research
- code of ethics.
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