BRAND AND CONSUMER OF GENERATION Y
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Nowadays brands are facing a tough challenge of dealing with the media going digital. Moreover, they have to retain their market position and meet requirements of more demanding consumers of Generation Y or Z called Millennials. In order to attract young generations, marketing communication of both domestic and foreign brands have shifted to the digital environment which the young find more interesting or even more natural. Via new technologies and the Internet brands can communicate more effectively. Despite of being rather unpersonal, these media can create a mutually beneficial relationship. Especially the Generation Y seems to be quite digitally literate, liberal, free, uncommitted or different. Young consumers and their individuality shows in relation to brands as well. The young need brands to express their uniqueness and lifestyle. They are keen on customizing their brands in order to meet their imagination and at the same time make them look original among their friends. Brands they love are a part of their life, an inspiration and an object they follow everywhere and everytime. The Generation Y tends to focus on those brands which fulfil what is expected and in addition have an emotion catching their hearts.
Authors and Affiliations
Petra Grešková
Keywords
Related Articles
- EP ID EP174363
- DOI -
- Views 123
- Downloads 0
METHODS OF TRADEMARK EVALUATION
The value of trademarks became important when companies began to realize that the value of these brands is an essential part of the company value. The terms brand and trademark are often interchanged. To clarify, a trade...
FACEBOOK COMMUNITY AND ITS COMMUNICATION HABITS
Social network Facebook belongs to the most visited websites in the world, and in Slovakia it is used as a dominant communication tool of the online environment. By its users it is used in different ways and for differen...
IS PAPER STILL ATTRACTIVE FOR GENERATION Y?
The paper deals with the preferences of the Slovak university students either for digital or print medium while reading for school work. Respondents of our sample belong to generation Y who grow up and still live in the...
FAST-TIME DIGITAL AGE AND LIFESTYLE CHANGES
The article aims at providing insight on certain social and psychological aspects of lifestyle changes in the environment of expanding information and communication technologies across the life of late modern society. We...
ATTITUDES TO FUNCTIONAL MARKS
Except marks whose English synonym is brand names, which are placed on product packages, there are also marks whose meaning is different. These are functional marks that identify package or product attribute or indicate...