Are Children as Young as Three able to Recognize Brands?

‘‘MOMMY, THAT’S MY BESTEST BRAND.’’-Globe and Mail

New research published in the Journal of Psychology and Marketing state that children as young as three to five year have ‘emerging ability’ to recognize brands. Kids use their emerging ability to judge which products will be the most fun-and make them popular.

It is well-known that the best way to market something is to meet the emotional needs of the target audience. We’ve learned that researchers need to know their audience. Marketers have knowledge of children’s developmental, emotional and social needs, so they tailor their marketing strategies, so that it is appropriate for them.

Mcdonald’s-93% Pepsi-77 % Lego-75% Shell-53%

When children were asked to describe various fastfood, it was described as ‘‘fun, exciting, and tasty’’. Cola drinks are ‘‘fun’’ and ‘‘the bubbles are fun and lots of people like them’’.

Here is an interview at NBC Dateline where children have to pick between a banana and a cupcake.

The Center for a New American Dream, state that babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos’’ (Media Awareness Network)

Do you think this is ethical work?