Raising brand equity to generation Y

The paper points to the relevance and possible ways of increasing perception of brand equity for generation Y consumers. Generation Y is a cohort in today's market who does not accept traditional marketing methods; it is disloyal to brands; and has been largely ignored in current academic literature. We propose a theoretical framework to raise brand equity of this young generation based on importance of building relationships with the individuals, using integrated marketing communications to connect with the generation Y consumers emotionally, and segmenting the market properly to ensure that the messages are targeted to the right consumers.