Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a study into emerging markets, the purpose of which is not just to identify differences in family life, but to analyse and emphasize important cultural diversity that can add to brand understanding. It also highlights important shared values that are key to understanding family life and child development in fast growing markets.
This paper is based on a study led by Dr. Barbie Clarke, Family Kids and Youth, with the support of Andrew Harrison, CEO, The Carphone Warehouse, and Marc Goodchild, Head of Interactive and On-Demand, BBC Children's. The authors will present the main findings, illustrating the ways in which children are using digital technology, in particular how it is used to communicate emotionally. They will outline steps that organisations might take to meet the needs of their young audiences (while ensuring their safety and protection). Included are implications for researchers and opportunities for future research.
This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularly looks at the way a brand can be built through a life-long association to major sporting events, and how children can begin to accept the brand, even though it may not be directly relevant to them. The paper then looks at the attitude of major global brand sponsors to The World Cup, and assesses the perceived effectiveness of the association with the event on their brand through pre and post awareness research.
This paper argues that there is an emerging counter-culture brought about by new technology, embraced by young people, and excluding those that are older but who need to communicate with them. To help bridge the gap, the presentation looks at the relationship that young people have with new technology, the way in which they communicate with their peers, parents, teachers, and the language they adopt.