Teenagers are very conscious about branding.They are the most targeted consumer groups. They are willing to adopt new products and brands.They like to try something different and new. The openness and energy teens inject into brands is useful to adopt curve that will stimulate mass-market success.Brands that promise and deliver confidence are especially powerful to teenagers.Teenagers like to explore the brand name deeper.They prefer to be engaged into a brand that let them seek out more information. Teenagers are the consumers of today and of the future. When a brand connects with teen, it could tap into a lifetime loyalty. Teens have primary purchasing power and influence. Teen will spend disproportionately large amount of money in those categories that they have high interest or involvement. Those categories such as footwear, clothing, music, mobile phones, home electronic and entertainment. A teen can purchase Nike Shoes that cost between RM 160 and RM 300. Teens are very aware with what they see in the advertisement. They like new things because they always want to be up to date. Having a brand that is on top in the market make them feel proud among their friends. For example, a teen girl would be really proud if she is wearing the latest design from Guess or a teen boy with his latest Nokia N95 mobile phone. These type of people will always be a brand loyal and they will make sure they get updated with the latest product of the particular brand. When the same boy find out about Nokia N95 8G he might want to get update with that new thing. There were once a researcher that is working on the assignment about teen branding.The participants were ask to answer a few question that related to brand judgment. They were asked to evaluate an advertised product (e.g.clothing) with a familiar brand name that are either popular (e.g,Zara) or less popular (e.g,Seed). Results indicate that teenagers use brand name as an important criteria in making consumer judgment. In the market nowadays, company will come out with a new idea and design of a product to attract teenagers to buy it.
Teenagers! Young, lovely, elegant, exciting, whatever it is, you name it! We choose branded goods like Nike. It keeps us going. Nike’s motto is “Just do it”. We wear this brand as it suits our personality; hype and outgoing. There are so many other brands in the market like Adidas, Billabong, Quik Silver, and etc, etc, etc. So many choices, yet how many can we buy? We do not care about the price as long as it makes us look good and funky. Of course, we would never dream of wearing something which is pirated; products purchased from Petaling Street. Imagine wearing a fake Rolex watch, would that not affect our image? Oh dear, how would we ever survive the embarrassment? At one stage, when Baby G watch was a huge hullabaloo, many youngsters buy this watch and show them off to their dear friends in school. After some time the trend fade away… and life goes on not caring about the long forgotten Baby G trend. As teenagers, we like new and impressive products, mainly branded ones. Oh dear, there will come a time when we are no longer teenagers, by that time it is goodbye to being a teenager and hello to adulthood! Oh well, till then life still goes on! Cheers!
