Abstract:

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. What children are exposed to in the marketplace as they grow and learn may play an important role in their future brand selection behaviour. This study found that the pre-school subjects (n=300) were quite adept at recognising brands and logos of both children and adult products and associating brands with products using a picture matching game. Factors found to be related to brand recognition and matching ability were age, product exposure, and commercial television viewing.