Cool. The newest factor influencing the youth market in Latin America

Helena Palla, Paula Felice and Paulo Carramenha

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand the relevance of a cool concept and its relationship with brands in Latin America.

Cool

The newest factor influencing the youth market in Latin America

Helena PallaResearch International, Brazil.

Paula FeliceResearch International, Brazil.

Paulo CarramenhaCEO, Research International, Brazil.

BRANDING

“Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with the consumer, can this product or service qualify to be a brand.” Joël Desgrippes, d/g worldwide

In the decade of the 90s it became absolutely evident that the world is changing from an industrial economy, where the machines are...

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