Kogan Page Limited
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Men are not what they were. In article after article weĚre told a new type of man is abroad - heĚs more interested in looking good and heĚs a lot keener on shopping.
Branded Male sets out to discover what makes men tick as consumers and how products and services are effectively branded for the male market. Using a day in the life of a fictional "branded male". Mark Tungete looks at male-orientated brands and their marketing strategies in areas as diverse as:
Grooming and Skincare
Dieting, fitness and health
Travel and hotels
Technology and gadgets
Film and TV
Sex and Dating
Touching on famous names such as Gillette, Gucci, Savile Row, Dunhill, Habitat, BMW, Hummer, GQ, Esquire, Apple, Guinness and Jack DanielĚs, Branded Male examines modern manĚs exposure to brands and reveals which marketing messages have the most impact on his wallet.
The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4 per cent of men claimed to use a skincare product regularly. By 2015 the figure will have risen to one in two. Male consumers are the targets of advertisements for cars, computers, business travel and alcohol. They are marrying older and living longer.
Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still-underdeveloped male market. Examining popular strategies for marketing to men, crammed with facts and anecdotes, Branded Male analyses how to brand products and services for the male market.
Using a day in the life of a typical modern male as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels.
In his trademark journalistic and highly readable style, Mark Tungate Ě the author of Fashion Brands-paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. MenĚs bank balances may never be the same again.
About The Author
Mark Tungate is the author of the bestselling Fashion Brands, as well as the highly acclaimed Adland: A Global History of Advertising, both published by Kohan Page. Based in Paris, he is a journalist specializing in media, marketing and communication. Mark has a weekly column in the French media magazine Strategies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN and the magazine Campaign. He work has appeared in The Times, The Independent and The Daily Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions. He also co-hosts a weekly French television show about creative advertising.
Table of Contents
Skin: The grooming conundrum; The razorĚs edge; Shop options; National characteristics; Tooled up; Male beauty parlours; Branding toolkit
Cloth: Fear and clothing; The repression of menswear; The importance of being suited; Return to clubland; Accessory after the fact; Branding toolkit
Diet: Diet hard; Homme fatale; Branding toolkit
Home: Single life; HabitatĚs dad; Ikea boys; Branding toolkit
Wheels: Upwardly automobile; Branding the ĚBimmerĚ; Web for hire; Size isnĚt everything; Routes to the consumer; Branding toolkit
Travel: Moving target; The seduction of sleep; Attacking Mr.JetSet; Branding toolkit
Words: Glossies for guys; From smooth operators to new lads; Climbing back upmarket; Men and newspapers; Not taking it literally; Branding toolkit
Gadgets: Technophilia; Technology for all; The games men play; Branding toolkit
Hotels: Rooms with all the trimmings; Bad behaviour is good for business; Branding toolkit
Pictures: The power of TV sport; How men watch sports; Product placement Ě branding bond; Branding toolkit
Body: The fitness imperative; Making the cut; Branding toolkit
Alcohol: The beer punters; Marketing the hard stuff; The health debate; Branding toolkit
Restaurants: Restaurants as brands; Generous tips; Branding toolkit
Sex: Internet connections; Performance blues; DonĚt just do it; Branding toolkit