Björn Borg and Millennials

This week it’s time to present a throughly anthropological study focusing on the use and meaning of the brand Björn Borg AB.

By getting closer to the consumer we can tell what the brand Björn Borg is, what it means, who the users are and why, what trends are important to deal with… Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish.

Every brand today needs to put an extra eye on the Millennial generation and understand their consumer behavior. Their behavior and motivations are different… that’s for sure.