BrandWeek recently reported that Coke, McDonald's, and Nike remain top of mind for teen consumers despite continual bombardment from ever expanding options.
The results come from a survey of 7,700 teens who were asked to name their favorite brands in an online survey last October and November.
"These preferences definitely show that investing in brands still matters," said Anastasia Goodstein, founder of Ypulse.com, San Francisco. "Does this mean teens aren't spending lots of time with other lesser-known brands, especially when it comes to media and technology? No. It just means that these brands have succeeded in branding by being the ones teens think of first and foremost when asked."
The pervasiveness of these brands helps place them top of mind, according to experts. "When you consider Nike's market share, at 40%, versus a player like Converse at 3% to 4%, it stands to reason why their presence among teens would be so high," said John Shanley, a senior analyst with Susquehanna Financial Group, New York.
While you may not be doing mass marketing to the teens of the world, this article demonstrates the need to have a strong brand to succeed. If your brand doesn't occupy space in the mind of your target market, then your competitors brand certainly will.
(From BrandWeek)
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