Branded Male
Branded Male is about marketing to men. It looks at the evolution of the male consumer, branding and the marketing strategies used to reach the male market in areas such as technology and fashion.
The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%.
Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, Branded Male analyses how to effectively brand products and services for the male market. Using a typical modern male’s weekday 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, taking you through popular strategies for marketing to men.
In his trademark style, Mark Tungate – the author of Fashion Brands: Branding Style from Armani to Zara– 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. Men’s bank balances may never be the same again.
REVIEWS :“Using a combination of facts, statistics and humorous anecdotes,
Tungate discusses the most popular and effective ways of branding
products and services to this consumer audience.”
GDR Creative Intelligence, Spring 2008
“Insightful, Branded Male offers an
interesting theory of how the modern male has been formed.”
Velocity, April 2008
Hardback, 256 Pages, Dimensions 234 x 156 MM Language English.
1. Skin
2. Cloth
3. Diet
4. Home
5. Wheels
6. Travel
7. Words
8. Gadgets
9. Hotels
10. Pictures
11. Body
12. Alcohol
13. Restaurants
14. Sex
Mark Tungate is the author of the bestselling Fashion Brands, as well as the recently published Adland - A Global History of Advertising, and Media Monoliths. His latest book, Branded Male, has also spawned a new blog: www.brandedmale.com
Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Stratégies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN and the magazine Campaign. His work has appeared in The Times, The Independent and The Telegraph newspapers.
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.