Brands Maintaining Relevance for Gen Y Consumers

In our society brands have a notable impact. They are a part of a company's capital and they have the power to shape the opinions of buyers. Companies grow or extend their brands in order to adapt to the market and to their consumers.' demands. Therefore, we bring into discussion megabrands or umbrella brands, as we refer to an organization housing a collection of independent brands. The purpose of this article is to analyze Gen Y's perceptions regarding the Romanian brand Gerovital. Our data focuses on examining the history and the current brand portfolio for Gerovital, as the company has a long tradition on the Romanian market. Our interest is to explore whether its brands manage to remain relevant in today's environment as consumers often search for a particular brand when they make their decisions. Hence, we want to identify the way the young generation relates to Gerovital's brands, more specifically whether they perceive Gerovital as attractive, familiar, dynamic or modern. Furthermore, we analyze if Gerovital makes sense in terms of their message and offers when it comes to Gen Y. As such, we conducted an online survey among young people aged between 18-25 in order to learn about their perceptions concerning Gerovital. The expected results will most probably highlight the fact the Gen Y individuals are familiar only with those brands of Gerovital portfolio that are specifically targeted for the young consumer's market.