Learning brands: young children and brand recognition

Robert G Wyckham and Colleen Collins-Dodd

The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase.

Learning brands. Young children and brand recognition

Robert G. Wyckham and Colleen Collins-Dodd Simon Fraser University, Canada

CHILDREN AS A MARKET

While marketers typically focus on stocks of consumers (segments), consideration should also be given to flows (the maturation of population segments). The prospective income stream from individual consumers over a lifetime can be very attractive. There are potentially large rewards for companies who build brand awareness and preference among the young. Knowing about a brand may well be the first step to future purchases (Lavidge and Steiner, 1961).

Most authors, whether marketing academics or practitioners,...

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