Description: Men are not what they were. In article after article we're told a new type of man is abroad – he's more interested in looking good and he's a lot keener on shopping. Branded Male sets out to discover what makes men tick as consumers and how products and services are effectively branded for the male market. Using a day in the life of a fictional "branded male, Mark Tungate looks at male-orientated brands and their marketing strategies in areas as diverse as: • Grooming and Skincare • Clothes • Dieting, fitness and health • Interior design • Cars • Travel and hotels • Men's magazines • Technology and gadgets • Film and TV • Alcohol • Restaurants • Sex and Dating Touching on famous names such as Gillette, Gucci, Savile Row, Dunhill, Habitat, BMW, Hummer, GQ, Esquire, Apple, Guinness and Jack Daniel's, Branded Male examines modern man's exposure to brands and reveals which marketing messages have the most impact on his wallet. The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4 per cent of men claimed to use a skincare product regularly. By 2015 the figure will have risen to one in two. Male consumers are the targets of advertisements for cars, computers, business travel and alcohol. They are marrying older and living longer. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still-underdeveloped male market. Examining popular strategies for marketing to men, crammed with facts and anecdotes, Branded Male analyses how to brand products and services for the male market. Using a day in the life of a typical modern male as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels. In his trademark journalistic and highly readable style, Mark Tungate – the author of Fashion Brands-paints a portrait of the male consumer. >From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again. About the Author: Mark Tungate is the author of the bestselling Fashion Brands, as well as the highly acclaimed Adland: A Global History of Advertising, both published by Kogan Page. Based in Paris, he is a journalist specializing in media, marketing and communication. Mark has a weekly column in the French media magazine Strategies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN and the magazine Campaign. His work has appeared in The Times, The Independent and The Daily Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions. He also co-hosts a weekly French television show about creative advertising.
ISBN : 0749454687
Bound : PaperBack
Pub Date : 2008
Pub : Kogan Page Pages : 240pp
Axis Price : Rs. 395.00
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