EFFECTIVENESS OF BRAND IDENTITY AND GENERATIONAL ADVERTISING ON GEN Z

Abstract

          Gen Z, an upcoming generation serving as a target market in India has gained significance in stature and as consumers in recent times. Various reports on Gen Z claim that as ‘Digital Natives, they are unique and instrumental in changing the dynamics of Indian market including established and new brands both local and global.

          This article is an attempt to research chosen brands and its impact on Gen Z based on selected parameters. The sample chosen is between 17 to 27 years of age as students, young employees and consumers who served as research submits. Both online and printed version of questionnaire containing various Facets of Advertising Effectiveness and Gen Z Characteristics showcased by advertisements, developed by the researcher has given result to the extent where the impact of Gen Z’s character is reflected in chosen brand and its advertisements.   It emphasizes the necessity in creating unique brand identity for various categories of brands with Gen Z through advertisements as communication channel integrating the identified characteristics of Gen Z as potential and enviable consumers.