Brand Advertising Symbols among Children

BrandAdvertising Symbols among Children

BrandAdvertising Symbols among Children

Brandingis a primary strategy that many businesses use to enhance their salesvolume. Its objective is to share its objective with customers.Research indicates that strong brands are essential to protectbrands. However, the process of recall and recognition seemsinefficient on children. As such, direct sample experience provideschildren with better product recognition than mass mediaadvertisements.

Henkelargues that a brand is significant as it helps target customers toidentify a given product. However, the promotion symbols are notefficient when the target market is composed of children since itdoes not create positive attitude or even enhance the intention touse the product. The premise changes the marketing approach becauseit advocates providing children with direct contact with the items(Mohanty, 2014).

Productmanufacturers now realize that impressive packaging and extensivepromotion cannot reach children’s market adequately withoutproviding free samples. Marketing theories attribute the developmentto the Piaget’s development theory, which claims that children’sinformation processing capacity is lower than their capacity toexperience actual objects (CAP, 2012).

Inmy view, marketers should provide free samples for children ingrocery stores. Besides, mascots can also increase brand awarenesssince children interact with the individuals directly. For example,companies that sell video games should provide a place where childrencan try to play the games prior to making a purchase (CAP, 2012).Similarly, a company that sells confectionaries should distributefreebies to the children since the taste will create a long lastingimpression. Media awareness, as well as, parental and peer knowledgeoften use jargon when presenting details of the products.Consequently, the incomprehensible language substantially compromisesthe children’s ability to perceive the intended benefits of thebrand, unless they have direct experience and discover the benefitsby themselves (Saleem &amp Abideen, 2011).

Insummary, Henkel’s premise that brand popularity does not influenceits awareness among children affects product promotion becauseentrepreneurs need to embrace direct marketing. The strategiesinclude the provision of free samples that the youngsters experiencethe actual use of a commodity.


Mohanty,S.S. (2014). Growing importance of mascot &amp their impact on brandawareness – A study of young adults in Bhubaneswar City.International Journal of Computational Engineering &amp Management,17(6), 42-44.

Saleem,S. &amp Abideen, Z. (2011). Effective advertising and its influenceon consumer buying behavior.European Journal of Business and Management, 3(3),55-66.

TheCommittee of Advertising Practice (CAP) (2012). Review of the use ofchildren as brand ambassadors and in peer-to-peer marketing. PACReview. Web. Retrieved on April 7, 2015 from