Brand significance for children is still underestimated

When investing in brand awareness, brand owners still have their adult clientele in mind. After all, they are the ones who decide for or against buying a brand. Children, on the other hand, are given lower priority in the allocation of brand budgets. Quite wrongly, as our recently presented Brand Children 2018 study shows.

Children at different ages perceive brands and brand images very consciously and consider them part of their identity and identity formation. It is particularly important for children to buy branded articles in the categories of clothing, which also include shoes, toys and mobile phones in particular. Lego and Playmobil even make it into their own category among younger children (6-10 years); Adidas among older children aged 11-14.