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What groups had to say about brand power:

* Brands are very important when teens are buying something they feel affects their image. Key categories: cars, clothes, cell phones.

* Brands must be specific. Communications should depict people their age and lifestyle using the product, but also be heavy on information.

* Teens look to the media and celebrities to pique their interest in new brands, but they won't buy the brand just because their favorite celeb uses it-they want validation from local peers. Warning: The opposite is also true, so if a teen sees a person they don't aspire to emulate using a brand, they'll form a negative image of product.

* A good first experience with a brand is important for these young consumers who are continuously bombarded with marketing messages.

* A positive experience with one product in a brand line can benefit the entire line-for example, the iPod for Apple.

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