Brands: Hänschen learns from Hans
When it comes to brand awareness, parents play the most important role for children. As a study by IP Deutschland shows, children learn how to interact with brands from their parents.
When it comes to brand awareness, it is primarily the parents who play a role for children. As the current basic study "Brands as fixed stars in the children's universe" by IP Deutschland shows, children learn how to deal with brands primarily from their own parents. 48 children aged between six and 13 were surveyed - the result: the juniors primarily engage with brands for two reasons: firstly, children have the expectation that brands can fulfill certain needs; secondly, they are interested in gaining the knowledge and experiences that are obviously relevant for adults.
According to Pressetext.ch, the functions of brands for children change depending on their age and stage of development. While the main focus at a very early age is on demonstrating belonging, the need for differentiation becomes increasingly important as children get older. At first, children attach importance to clearly showing that they already "belong" and are allowed to go to school by choosing certain brands for their school bags, for example. The older they get, the stronger the need to distance themselves individually from others and focus on their own preferences.
According to Pressetext.ch, the functions of brands for children change depending on their age and stage of development. While the main focus at a very early age is on demonstrating belonging, the need for differentiation becomes increasingly important as children get older. At first, children attach importance to clearly showing that they already "belong" and are allowed to go to school by choosing certain brands for their school bags, for example. The older they get, the stronger the need to distance themselves individually from others and focus on their own preferences.
