Academic journal article Journal of Media Research

Children's Brand Perception

Academic journal article Journal of Media Research

Children's Brand Perception

Article excerpt


It is generally known that brands occupy an important role in everyone's life because they are everywhere. Teens (children with ages from 10-11th) represent the most influenced brand generation. Over the years, brands became an important part of a child's personality. Nowadays, a brand help a child to define himself or herself. The purpose of this study is to determine how young consumers perceive brands, with a special focus on Coca-Cola, McDonald's and Danone. Researchers found that there is a connection between the young and the adult consumer. The sample of the study consisted of 30 children, aged 10-12th, pupils from a school in Cluj-Napoca.

Keywords: brands, perception, children, consumer, behavior

In today's society, brands have a major importance for each and every one of us. Day by day we are surrounded by brands. From what we wear, to what we eat and what we buy. But, how this affects children? The aim of this research paper is to find out how children perceive brands in general and specifically, Coca-Cola, McDonald's, Disney and Danone.

Thus, the theme of this research is the perception of brands from children between 10-12 point of view. It is important to know how they perceive brands because the brands they use now, will probably influence their future consumer behavior. The reason I choose this theme is strictly related to the connection between young children's consumer behavior and adult consumer behavior. Ross and Har radine1 researchers found that the connection between a brand and a consumer is stronger if it's developed in childhood.

Research hypothesis

1. Children recognize the logo of the brands participating in the study.

2. Children are able to distinguish certain products as belonging to the companies in the study.


The method used in this study is focus-group. Focus-group is a type of group interview and a qualitative research method. The goal of the focus-group is to obtain detailed information from the subjects. It is developed on a semi-structural interview with a few elements added2. The subjects were 30 children, aged 10-12, pupils at "Liviu Rebreanu School" in Cluj-N apoca.

The brands used in the study were chosen from the Interbrands 2011 Ranking of the Top 100 Brands.3 The selected brands are Coca-Cola, brand on the 1st position of the top, Danone, 52nd position, McDonald's, 6th position and Disney 9th position.

Literature review

Two Dutchman researchers made a study4 in order to find out if brand recognition is developed on early-aged children. The sample consisted of 234 children aged 2-8. The results shown that children aged 2-3 recognized two out of three brands logo's and the 8 olds recognized all the logos they were exposed to. The children coming from a family with high economic statue recognized the brands easily.

The Fly Research Institute (USA) made a study in 2010, on a sample consisting of 377 children aged 6 to 11. The results of this study shown that 91% of the children think a product is cool if their friends think the same; 89% think a brand is cool if they see it on TV; 84% consider a brand is cool if all their classmates have it; 82% of the girls consider a brand is cool if their favorite star has it;81% of the boys consider a brand is cool if they saw it on the internet; 45% of the girls will frequently ask the same clothing brand they used before, while only 35% of the boys will do the same; 42% of the boys will ask their parents to buy toys from certain stores and only 30% of the girls will ask parents to shop from certain clothing stores and supermakets5.

A study6 conducted by the National Consumer Council in the United States of America, revealed that 70% of the respondents, three year olds, recognized the McDonald's brand, but only half of them knew their surname. The researchers also found that until the age of 10, a child internalizes approximately 300 brands.

A study7 conducted by SIS International Research on a 200 adolescents and 150 adults sample, revealed that 56% of the adolescents and 53% of the adults use the same food and beverage brands they used in their childhood. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.