Biz Magazin, 8 octombrie 2007

Questions and answers

1.The youth interact with brands especially at emotional level. In this context, what does it mean or the young people nowadays a brand and how they chose it( based on what norms)? for the young people a certain way of life, Fashion, music, the way they are seen by the others is important. The emotional part occupies a great part o their actions and reactions, that is why it is normal that the brands made or them to communicate this kind o messages. The choices are made based on expenses budget, because young people are at the beginning o their lives and do not have yet the possibility to spend as much as the medium age does. On the other hand, young people gather a certain luggage of frustrations that determine to adopt ways o lie and purchase habits. Anyway, great deal of choices are based on instincts, team spirit, new. 2. What do the young people expect from a brand and on what are these expectations based? The most important thing is the status offered by the brand, the image reflected in the eyes o the people they k now and their friends’. 3. What is the ideal brand for the young people nowadays? There are no ideal brands but only brands that fit groups. 4. What does a brand must have-the brand attributes- in order to receive the attention and interest of the young people? Fun, novelty, fashionable. The young people are “status seekers”. Also they copy easily the attitudes o the ones they love: singers, actors or other exponents. 5. How important are brands for the young people and what do they reflect( a way of life, a social status)? Surely an Ipod and not any mp3 player will offer un advantage on others. The recognition and admiration are important because they confirm a position they want. 6. There are fields that attract the youth through heir nature, like Kenvello, Nokia and other similar brands. But there are also premium brands such as- BMW, Audi, Mercedes. How can this thing be explained and on what norms do the young people choose premium brands considering the act that for a lot of them it is impossible to afford them? Young people are looking for their own identity , appreciate and live the moment but they look towards future. That is why brands like Ipod are accessible but Mercedes or BMW are brands they will be close to in their next age step, incomes and social status. 7. Is the tradition o a brand a plus or a young person? Is tradition still important for young people? In the case of brands for the next step of their life stage, yes, it matters. Brands like Mercedes or BMW have in their strategy elements o tradition and long experience together with modern and innovative ones. Which o the young people doesn’t want to be seen I n the restaurant o the Baur au Lac hotel in Zurich with a bottle o Perrier in front and the Mercedes or BMW waiting quietly in front? This is not a rhetorical question. 8. How faithful are young people with their brands? Do they have affinities for a certain category of brands( IT&C, cars, refreshment drinks)? The faithfulness almost unconditioned o young people or brands is an utopia. For them it is easy to change, to search, to experiment. That is why everything new and seen with attention and most times experimented. It is something specific or this age. 9. How can young people be made to be faithful nowadays? With new products and new attitudes, even if these come from the same brand. With the so called row models that they like. With actors, stars, football players. With a lot of inventiveness and frequently made changes because they get bored, as easy as they get bored o their new girlfriend. Young people want experiences everywhere and are eager or new dare proposals. 10. How should a brand communicate in order to attract young people? The messages and visual language are important for them. Audacious campaigns have always been successful , simple packaging, clear, direct and that offer a certain amount of fun and novelty. For example, the comparison between the means of communication o Microsoft and Apple says everything.

Bogdan Branzas