Research reveals Apple ‘one of the top five brands for young people’

“During the summer, Apple became one of the coolest companies in America. At least that’s what youth marketing experts who follow the tastes of teenagers say,” Leander Kahney reports for Wired News. “Thanks to the iPod, the iTunes Music Store and the PowerMac G5, Apple is one of the hottest companies in youth culture, say so-called ‘cool hunters,’ researchers who track buying trends among young people.”

“‘Apple comes up consistently in our research,’ said DeeDee Gordon, co-president of Look-Look, a youth marketing and research firm in Los Angeles. ‘Apple is one of the top five brands for young people,'” Kahney reports. “Asked recently what company they would most like to endorse (if they were a celebrity), the correspondents nominated Apple the most popular choice, followed by Coca-Cola, Levi’s and Nike… when it came to ‘extremely well-designed products,’ Apple’s iMac and iPod were voted No. 1. This fall, the iPod is the No. 2 “must have” item for the back-to-school season, right after new shoes…”

“Unfortunately for Apple, the company’s coolness will always be tied to niche market share, according to Alex Wipperf

4 Comments

  1. “Wipperf�rth said. ‘By definition, being cool is the opposite of being mainstream, and as long as a brand has a cool cachet, it will remain small,'” Kahney reports.

    Where do these poeple come from?

    the correspondents nominated Apple the most popular choice, followed by Coca-Cola, Levi’s and Nike…
    Last time I looked those in second third and fourth were not small. To think there are poeple starving in this country while companies pay this kind of joker big bucks to guide them in their marketing just irritates me.

  2. “…Wipperf�rth said. ‘By definition, being cool is the opposite of being mainstream, and as long as a brand has a cool cachet, it will remain small,'” Kahney reports.”

    It seems to me that there is a logic error in the above statement because it makes the small market share appear to be the result of “coolness.” I submit that the reverse logic is more generally true – as long as a product remains small (niche) it is more likely to be perceived as cool.

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