Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world?s most extensive study of tween attitudes and behaviours, and now available in paperback, BRAND child is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRAND child survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids? trends and fascinating marketing techniques. Packed with practical advice on how to create kids? brands, including more than 50 previously unpublished case studies, BRAND child proposes innovative ways of marketing to this young audience
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