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基本説明
New in paperback. Hardcover was published in 2003. Includes interviews with world's brand leaders such as Disney, Sony, Nike, Lego, Harry Potter, PlayStation, Pepsi, and more. Also covers voices from several thousand kids from 15 countries.
Full Description
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 CollinsTweens (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marketing techniques.Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.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
Part 1 TweensPart 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.
