Focuses on how brands can communicate that they are exactly what children want; they do this either by borrowing key symbols popular with the target groups, or by creating brand symbols which the target group will understand and like. Contrasts the attitudes to brand advertisements of younger children and older children/adults; whereas young children remember physical characteristics of brand image, older consumers realise the real nature of the brand. Discusses the importance of fads, ie using licences to sell products and brands, and explains why they are important to children; fads force brands to react to them but can also damage them in the longer term, and brands must keep their identity.
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