Branded Male: Marketing to Men - Hardcover

Tungate, Mark

Hardcover

ISBN 10: 0749450118 ISBN 13: 9780749450113

Publisher: Kogan Page, 2008

Synopsis

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.

About this title

About the Author

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.

From Publishers Weekly

According to Tungate (Fashion Brands), while women see shopping as a leisure activity, men consider it a dull necessity—making them hard targets for eager advertisers. Citing changing historical ideals of masculinity, from the scruffy cowboy to the metrosexual, Tungate describes how men typically engage with brands, using the course of a typical day as framework—from grooming to clothing, car and sex. Male consumer patterns are rapidly changing; sales of grooming products for men in Europe and the U.S. are estimated to jump significantly in the next few years, from $31.6 billion in 2003 to $40 billion in 2010, and the Branded Toolkit wrap-ups at the end of each chapter offer tips for marketing products from alcohol to hotels to these increasingly keen shoppers, paying close attention to the factors that tend to attract men: functionality, authenticity, status and cool. Tungate can't quite decide if he wants to be writing a sociological study or a guide for marketing professionals; he muses at length about the histories of male habits and social behavior, but deviates fleetingly, and almost as an afterthought, into individual branding strategies from companies like Ikea and Dunhill. The book displays useful information, but its absurdly high price and concentration on specifically British consumers might make this a tough sell to the very audience Tungate is trying to reach. (May)
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Edition details

• Publisher: Kogan Page
• Publication date: 2008
• ISBN 10: 0749450118
• ISBN 13: 9780749450113
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 256