Overview

The male consumer market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a facial product, compared to 21% in 2001. By 2015 the figure will have risen to one out of two men. Male consumers are the targets of advertisements for cars, computers, business travel, and alcohol. Though still underdeveloped, this market is robust and growing. In Branded Male, Mark Tungate, author of Adland and Fashion Brands, paints a portrait of the male consumer. Following a typical modern male through his weekday, Tungate considers how marketers can target him in all his activities, from morning through night. Through this framework Branded Male examines male-centered marketing 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 recent years, providing insight into how marketing experts have successfully targeted men. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets.

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