Kids talk brands and advertising; Part one

Our research revealed that brand awareness resonates with kids as young as eight and nine years old. And while articulating what a brand name means to them is difficult for most kids and teens, it doesn't mean that they don't know what a brand is. Most tied their definition of a brand to a store/company or a 'symbol.' Interestingly, many kids described a brand as the 'type of clothes you wear,' or 'where your clothes are from.' Whether or not they actually purchase brand-name clothes, they're referencing them. This is further proof of the impact brand names have on this category.
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June 1, 2009

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