A Preliminary Study of the Possibility of Branding Communication through Print Media and Special Events amongst Generation-Y

Abstract

This paper aimed to accumulate opinions regarding the possibility of brand building through print media and special events for generation Y. Brand building models by Duane E. Knapp, which emphasize five key components: Differentiation, Relevance, Esteem, Awareness and Mind’s eye (D.R.E.A.M.) were used as primary guidelines in this study. In-depth interviews with three specialists were conducted for data collection. Documentary research was also used for supplementary data collection.  The results showed that brand is important for marketing as one of the main tools for making goods and services different from others. Brands should indicate unique personality, and can lead the brand image.  The data showed that brand building through print media and special events could be possible option amongst generation Y. This target group was interested in social issues. Consequently, brand builders should focus on those issues, and take emotion and mutual experience into account when building a brand in the future.