Getting to know you: children and their brand relationships

Peter Walshe

WPP's global brand equity study (BRANDZ) covers, among others, more than 5,000 children (7-15) in the UK and the U.S.

Getting to Know You: Children and Their Brand Relationships

Peter Walshe, Millward Brown, explains the importance of building relationships with the younger consumer

A brand is a relationship with a consumer. The name, the personality, the peculiarities, the habits, the little distinguishing traits all the aspects that go to cement or destroy good relationships.

Strong brands have strong relationships with their consumers, whether they are big brands such as Microsoft, Coca-Cola or Nike, or whether they are smaller brands such as Ikea, First Direct or Singapore Airlines.

With children it is no different; and it is no different...

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