Barrie Gunter
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Emergence of brand consciousness
in Kids and branding in a digital world
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This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of psychological development, their abilities to understand the world in increasingly complex ways evolves. How does this knowledge of child developmental psychology translate into a model for enabling us to comprehend children’s growing awareness of brands? Research is examined that shows the extent of brand awareness at different ages and how this can be linked back to what we might expect given a child’s level of cognitive or social development. It also introduces the new phenomena or subtle or disguised forms of advertising such as product placement and the use of branded social media sites or virtual environments. How do these different forms of marketing affect children?

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