Mental and Ethical Aspects in Juvenile-Oriented Brand Development

Shubin Aleksandr A. and Krivonos Alina A. ()
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Shubin Aleksandr A.: Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky
Krivonos Alina A.: Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky

Business Inform, 2012, issue 12, 316_320

Abstract: This article is dedicated to mental and ethical aspects that arise in the process of developing brands for a juvenile target group. A highly optimized way of discerning and satisfying the emotional demands of children and rational motives of their parents is proposed. To create a trademark concept that accounts for interaction of complex systems in a state of unsteady equilibrium, a matrix of dual-targeting trademark creation is developed.

Keywords: brand; target group; promotion; juvenile brand; segmentation; targeting; demand (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:idp:bizinf:y:2012:i:12:p:316_320

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