Building youth brands in a youthful country

This paper discusses understanding and marketing to youth in India. Everybody in India wants to be youthful, so there are no distinctively `youth’ brands; but young people want to distinguish themselves from older generations.

Building youth brands in a youthful country

Dheeraj SinhaBates141, India

INTRODUCTION

The differences in cultural contexts and economic life-stage of the eastern economies have told us that the way the Asian or more specifically Indian consumers respond to brands, products and other consumption stimulus are many a time different from the well established models of the West. This has now been well recognized and as a result newer or rather more Asian frameworks and ways of thinking have been encouraged in the past decade or so. But are these differences true for youth marketing and youth brands as well?...

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