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,...