Brand Development in Global Brands and the New Target Generation Y (Millennials)
Abstract
With globalization, global brands have become a constant competition with each other. In time, it has become inevitable for brands to address the same goal in different directions, sectors and products. For this reason, the brands have adopted the enlargement policy and aimed to grow the target masses and to make more profit by going out of the main sectors. The Y generation (Millennials), the largest target group of today's largest purchasing power, is an important source of revenue for brands, causing brands to expand in various directions.
In this study, the analysis will be made about the example global brand H&M, will be study by making an analysis of its current situation, its brand stretching policies will be examined, and by comparing the brand with its competitors, a new stretching will be proposed.
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