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Brandchild : remarkable insights into the minds of today's global kids and their relationships with brands

Author: Martin Lindström; Patricia B Seybold
Publisher: London ; Sterling, VA : Kogan Page, 2003.
Series: Gale virtual reference library.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"Based on the world's most extensive study of tween attitudes and behaviours ever conducted, 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 15 countries (throughout Europe, Asia, the United  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lindström, Martin, 1970-
Brandchild.
London ; Sterling, VA : Kogan Page, 2003
(DLC) 2002154220
(OCoLC)51059056
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Martin Lindström; Patricia B Seybold
ISBN: 1417515635 9781417515639 1280435089 9781280435089 0749447117 9780749447113
OCLC Number: 55843198
Description: 1 online resource (xxviii, 321 pages) : illustrations, maps.
Contents: BRANDchild updated at DualBook.com --
1. Tweens --
2. Tween dreams for sale --
3. Bonded to brands: the transition years / Nigel Hollis --
4. Exit fairyland --
5. Creating imagination --
6. How do tweens feel about / Patricia B. Seybold --
7. Stardust --
8. The peer factor --
9. Cyberchild --
10. Personalized brands build strong businesses / Patricia B. Seybold --
11. Santa's nightmare --
12. The essence of being a child / Yun Mi Antorini --
13. Pump up the volume --
14. Superchannels --
15. Kidzbiz --
16. Tweens take to hats --
17. Calling kids --
App. 1. The BRANDchild research: the world's most extensive study of tween attitudes and brand relationships --
App. 2. Code of ethics.
Series Title: Gale virtual reference library.
Responsibility: Martin Lindstrom with Patricia B. Seybold.
More information:

Abstract:

An exploration of how 8-14 year-olds around the world relate to consumer brands. Brandchild compares their behaviours and preferences and looks at the trends which influence them. The book reveals  Read more...

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"Martin Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom in these pages" Stan Rapp, Chairman, MRM Partners Worldwide Read more...

 
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