Brandchild: Remarkable Insights Into the Minds of Today's Global Kids & Their Relationships with Brands (Revised)
Brandchild is a unique exploration of how 8-14 year-olds relate to consumer brands. It compares their behaviours and preferences and looks at the trends that influence them. The information in the book is based on a global study undertaken by Millward Brown (the leading global research group) across Australia, Brazil, Canada, France, Germany, India, Japan, Scandinavia, Spain, UK and USA. Drawing on this qualitative and quantitative data, expert commentary, exclusive interviews and case studies, Brandchild reveals a new way of marketing to an increasingly powerful and demanding consumer group.
"Unless there are issues, parents usually stop reading parenting books long before their children hit the middle-single digits. The desire wanes with confidence - or they're just too worn out. But "Brandchild" (Kogan Page Ltd., London, 316 pages, $39.95) isn't for parents. Martin Lindstrom's book, which he wrote with Patricia B. Seybold, is for companies targeting tweens. As I read it, I realized it held my interest because I'm a parent of a tween. The 8-to-14 generation, which the author says is the richest in history, gets to choose from "an endless variety of disposable goods and leisure products designed specifically for them."
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