For advertisers attracting consumers to their brand at an early age can lead to a long and loyal relationship between individuals and brands, therefore generation y are a vital target for marketers due to them being at the age at which the develop serious relationships. 

1) It is important for generation y indiviudals to feel comfortable with brands that have a clear and acceptable brand image. They tend to look for brand images that are appropriate and clearly relate to the brand itself and what they prodive generation y with. 

2) Repuation over time is also another key factor that influences generation ys brand choice. A brand with a well established positive reputation is much more likely to be chosen over a brand that has a bad or short reputation. Generation y tend to stick to what they know is reliable. 

3) Brands that play a part in everyday life are also popular among generation y as they are brands they know well after using them daily. A brand that is part of an individuals daily routine is likely  to stay within a daily routine for many years due to an individual being use to the brand. At the ages in generation y individuals are just establishing things they like and dont like therefore using a brand everyday is likely to lead to a long relationship between the individual and the brand. 

Targeting 'Third Place' 

There is home, school/ uni/ work and a third place were individuals in generation y meet friends and socialise. These places are called 'third places' which are connected with having fun and creating a positive mood among generation y individuals. Marketing in these types of areas is likley to lead to a more positive intrepretation of a brand and its image.