• Brandweek, Tuesday, June 19, 2007 11:30 AM

Teens respond to brands that reflect their lifestyle, but they are also very conscious of overt hype, according to a new study conducted by Open Mind Research and OTX Research for Viacom's The N channel. Nearly half (46%) of teens surveyed say they tend to stick with a few of the brands they really like, but 52% feel "brands are created ... just to get more money."

Of 47 brands tested, Apple's hugely successful iPod digital music player emerged as the brand that is "absolutely essential to teens." Other brands teens see as defining their generation include American Eagle Outfitters, Axe, Baby Phat, Facebook, Google, Hollister Co., MTV, MySpace, Vans and YouTube.

Regardless of sex, those who express the most intense loyalty are often the same people who will quickly leave one brand for another. Nineteen percent will swap brands due to boredom; one in four if a brand becomes too popular.

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