Children: Children and brands

 

The article discusses the use of licensed properties (characters) in marketing brands to children. The problem is how to link the emotional value of licensed characters effectively with the brand. The ...

The current study investigates the role of the product involvement variable in advertising information processing among young people in Israel, aged 4–15, in tandem with three other relevant variables ...

Charles Dawson discusses the 'Princess' marketing phenomenon from Disney Consumer Products. In six years this has grown to a $3 billion+ business - but will it last?

When products are designed for the youth market, should marketers focus on parents? Or does it make more sense to target children directly? In the latter case, marketers in the USA often rely on the ‘ ...

This article discusses how 'tweens' (children up to age 14) develop their personalities, attitudes and socialisation as they grow in to becoming teenagers. It is based on various research studies, mai ...

This article provides a study of children's purchasing behaviour and their influence on that of their parents and families. It is based both on reviews of academic work, and analyses of available surv ...

This paper highlights kids’ influence on retail selection and then compares and contrasts their motivations behind these selections with those of parents. The in-store shopping experience (including f ...

Discusses how children choose brands, and how this fits in with their development. There are two main dimensions which children have to balance as they grow up: 1) the need to explore v. the need for ...

One of the main challenges facing the UK food industry is childhood obesity. This paper looks at the steps that manufacturers, retailers and advertisers are taking to deal with the issue and argues th ...

Jean McDougall and David Chantrey present the findings of Millward Brown’s international study of the youth generation’s relationship with brands and give advice for marketers aiming to connect with t ...

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers. He looks at the way they talk and behave, and explains why it i ...

In the bear-pit that is the retail environment, only one thing marks out the winners from the losers: being noticed. Without the right packaging and the right location, any product can end up lying du ...

Martin Lindstrom quotes extensively from his BRANDchild study in this overview of eight to fourteen year old children and claims they are the most influential generation in history. He describes the ...

Experience marketing is a must, not a maybe. In this article, Allan Stenhouse uses the example of the Fox Kids Cup to look at how to make experience marketing work, and how to use it to imbue a brand ...

Over 25 years, 63% of US advertising to children consistently promoted food, of which 28% was for fast food outlets. This paper examines the role advertising plays in the obesity challenge. Between ...

Steve Mellor discusses research which indicates that brands must change the way they relate to children if they are to be successful in the kid's market. Ads, TV programmes and promotions that are pop ...

If you want to know where your brand is going, look at the signposts. Semiotics does exactly this, deconstructing our views of ourselves and the rest of the world to find out exactly what makes us tic ...

Kids can tell which products are designed for them - but can you? Children can be merciless in their rejection of some of the products aimed at them. Axel Dammler demonstrates how this can happen and ...

This article on advertising to children argues that while the 'marketing corrupts the innocent' lobby should not be taken too seriously and that children, especially older ones, are sophisticated cons ...

This article discusses the importance of brands to children and, given the power of children to influence the product selections of their families, the importance of children to brands. It goes on to ...

Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising. Media investigate ...

Welcome to fad society. Charter licensing is an extremely powerful tool but popular characters tend to have limited shelf lives. How can characters be used to build you r brand in the longer term?

What is it about Chupa Chups which makes it so fascinating to kids and teenagers around the world? This paper will look at how Chupa Chups has developed itself as a 'discovery brand', always offering ...

The roles of children in modern society are changing. Children continually assume larger roles in their homes and are becoming more involved in the shopping habits of the household. As a result, they ...

This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life- ...

The impact of children's nagging is assessed as up to 46% of sales in key businesses that target children. Children ask for everything. Therefore children are an important target audience.

WPP's global brand equity study (BRANDZ) covers, among others, more than 5,000 children (7-15) in the UK and the US interviewed across six categories The Brand Pyramid quantifies the closeness of the ...

This paper is adapted from a speech given at the SMI Conference this year. Informer is a youth specialist marketing consultancy and research agency. Committed to a continuous exploration of the lifest ...

This paper examines recent published research into the effects of advertising on children in the light of public concern. It states a series of hypotheses on which much public criticism appears to be ...

Tobacco sponsorship of sports has increasingly been cast as a public issue on the grounds that it supports pediatric smoking by circumventing advertising restrictions and communicating positive brand ...