UK teenagers are becoming resistant to branding and are no longer led by one key brand - except for the iPod.
A report into recent Mintel brand research published in the Sunday Telegraph explained the relationship between teenagers and brand consciousness. The report notes that there's no longer one iconic brand that teenagers follow.
"This point highlights a fundamental rule about selling to teenagers: they cannot be led. In fact, things that adults think that teens think are cool are generally not cool."
Apple remains a leading light, the report explains: "When asked what brand they most wanted, there was only one that they all agreed on: Apple iPods, Apple MacBooks and Apple iPhones. Even those whose iPods had broken said they wouldn't defect to rival Sony, which also sells MP3 players. 'It's all about the iPod right now,' came one answer."