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
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