Branded Male: Marketing to Men

Branded Male: Marketing to Men

by Mark Tungate
     
 

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Branded Male discusses the evolution of the male consumer and the efforts of marketers to tap into the underdeveloped male market. Using a typical modern male's weekday as a template, the book considers all the opportunities for marketing to him and the best ways to exploit these opportunities. Through this template, Branded Male examines male-centered branding in

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Overview

Branded Male discusses the evolution of the male consumer and the efforts of marketers to tap into the underdeveloped male market. Using a typical modern male's weekday as a template, the book considers all the opportunities for marketing to him and the best ways to exploit these opportunities. Through this template, Branded Male examines male-centered branding in areas as diverse as cars, restaurants, technology, fashion & grooming, bars, gyms and books. Tungate also traces the evolution of the male consumer over the course of the past years, providing insight into how marketing experts have successfully targeted men.

Editorial Reviews

From the Publisher

"If you're a marketer for any kind of product or service aimed at men, you'll find this book interesting and chock full of useful tidbits." - BizThoughts

"It's a fun read.  More importantly, it's worth reading." - Adrants.com

"A well-researched overview of a particular kind of new modern male." - Choice

See an excerpt on the American Educational Foundation website!

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)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Library Journal

Tungate (Adland: A Global History of Advertising), a British author and journalist based in Paris, focuses on fashion, cultural trends, and advertising. His books on these and related design and marketing topics are fun and easy reads; his best-selling Fashion Brands and contributions to The Epica Book demonstrate a close attention to what is hot and what is now. Here he observes that the male is now, arguing that fashion brands, electronics manufacturers, and advertisers should be paying closer attention to men, carefully distinguishing between perception and reality. He structures his book with a "metrosexual" table of contents, focusing on matters like skin, clothing, and diet. The twist is that while more men are interested in these things, the pitch should always have something to do with what has traditionally sold-practicality and sports. One of many new books that focus on the increasingly popular trend of segmentation in marketing, e.g., Michael J. Silverstein & others' Trading Up: The New American Luxury and Jose Cancela's The Power of Business en Español, Tungate's work is chiefly an insider book for professionals interested in these permutations in marketing. Recommended for special libraries (e.g., ad agencies and marketing consultants) and business school collections.
—Stephen Turner

Product Details

ISBN-13:
9780749450113
Publisher:
Kogan Page, Ltd.
Publication date:
04/01/2008
Pages:
256
Product dimensions:
6.32(w) x 9.42(h) x 0.86(d)

What People are saying about this

From the Publisher
"A well-researched overview of a particular kind of new modern male." - Choice

See an excerpt on the American Educational Foundation website!

Meet the Author

Mark Tungate is a journalist based in Paris who specializes in media, marketing and communication. In addition to writing books, he is a regular correspondent for the advertising industry journal Campaign and writes a weekly column for the French marketing magazine Stratégies. He has written the text for The Epica Book, an annual review of the best European advertising, and is the co-presenter of a weekly French TV show about advertising creativity.

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