When is a brand not a brand?

Abstract

Discusses the importance of brands to children, and the importance of children to brands. Emphasises that children have a strong awareness of brands from a young age, and reports research on their identification of familiar brands (McDonalds was the best known). Describes a cluster analysis project on mothers with children from 0 to 4, relating the mothers’ lifestyle and demographic characteristics to their views of how their children should behave. Relates these households to the growth of preschool licenses: the licensing market targets these families and the licenses are backed up by TV programming. Concludes that the advent of licensing has fundamentally altered the nature of brands.

Citation

Weller, D.C. (2002), "When is a brand not a brand?", Young Consumers, Vol. 3 No. 3, pp. 13-18. https://doi.org/10.1108/17473610210813493