The Theory of Generational Stratification in the Context of Brand Marketing Communication Strategy

Abstract

The generational approach is becoming widely used to revise patterns in brand value building and management. The need for such revision is a logical consequence of the current situation, where traditional branding principles fail. As turbulent changes are occurring in the macro environment due to the (post)pandemic situation and global socio-economic development, more and more voices are beginning to point out the different natures of the problem. One solution is the application of the generational approach to the practice of brand managers. Thus, strategies would become more personalized and fit crucial market segments focusing on the increase of subjectively perceived brand value. On the other hand, some concepts and theories which have not been checked functionally in the long term perspective, and which have started to be prematurely applied in specific managerial tasks, are being critically discussed. One of such concepts involves the usage of generational stratification in the practice of marketing managers. Thus, the aim of this paper is to analyze the concept of fitting brand marketing communication strategy to the specifics of a targeted generational cohort. Subsequently, this study aims to critically discuss the concept of generational stratification from the point of view of brand management. To fulfill this aim, the method of contingency table evaluation and hypotheses testing via chi-squared tests is used. Data were collected via a consumer questionnaire survey among Slovak inhabitants aged 15 years and above, involving 1,978 respondents in total. Based on this research, it is concluded that generational stratification is not relevant for the purposes of brand marketing communication strategy. On the one hand, its general applicability is proved, but on the other – in selected product categories (personal cars, banks, cola beverages and sportswear) – the link between generation and perception of brand value is not proved.