Assessing Levels of Brand Recognition by Children Aged 3 to 5 Years

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