Assessing Levels of Brand Recognition by Children Aged 3 to 5 Years
Date Issued
2019
Author(s)
Kovachevski, Dimitar
Abstract
The paper aims to present the design and
interpretation of an empirical study whether young children have
ability to form mental representations of logos and recognize brands.
Brand logos can serve as a perceptual cue that identifies a product as
one children are familiar or unfamiliar with. The research is design to
measure brand logo recognition by subjects aged 3 to 5 years. The
findings demonstrated higher recognition rates of brand logos for
products that are targeted directly to children compared to adult’s
brands. Results indicate that young children are capable of
recognizing brands
