Sunday, March 23, 2008

"Branding the Zeitgeist" - Trends and implications for branding in future markets

The word Zeitgeist means “Spirit of the Age”. It is the adjective representative of the cultural ethos of the generation and is used to express a world view which is prevalent at a particular period of socio-cultural progression. It is an illustration of what is popular within the social context and deemed as popular culture. Brands are amongst the best symbols of the generation and branding as a faculty has also been an integral part of the creation of a generation’s identity. This has had a profound impact on the emphasis of marketers in their branding efforts. The method of marketing to a specific generation is affecting the way we promote and sell products and services. Each generation has its own characteristics and these are leveraged by marking these targets by marketers. Branding efforts for each generation is unique in its essence, and are so designed to not only suit a particular market niche but also in their wake create a market by means of contributing to the popular culture of the generation. Consumer behaviour which is a study of how, what, when and why people buy is also significantly influenced by the zeitgeist. The practices of studying trends always focus on understanding the shifts in preferences in consumer behaviour and seek to maximize the impact by pre-empting them. Each generation has created its own unique trait when it comes to consumer behaviour and marketing has always had to adapt to these changes.
Popular culture has been represented in the art of the generation and this is the focus of this paper. From painting and graffiti to comic books and music; design has evolved in parallel with the generations and with advance in technology has now moved into the virtual space with the boom of the global animation industry.

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