Building youth brands in a youthful country

Date of publication: April 7, 2009

Abstract:

India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience youth's world from their side up by creating spaces for equal interaction. It needs brands to get away from the traditional need gap model, focusing more on the consumer's life links rather than worrying about what links them to the consumer.

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