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“I want the one with Harry Potter on it”

“I want the one with Harry Potter on it” Focuses on how brands can communicate that they are exactly what children want; they do this either by borrowing key symbols popular with the target groups, or by creating brand symbols which the target group will understand and like. Contrasts the attitudes to brand advertisements of younger children and older children/adults; whereas young children remember physical characteristics of brand image, older consumers realise the real nature of the brand. Discusses the importance of fads, ie using licences to sell products and brands, and explains why they are important to children; fads force brands to react to them but can also damage them in the longer term, and brands must keep their identity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

“I want the one with Harry Potter on it”

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610210813385
Publisher site
See Article on Publisher Site

Abstract

Focuses on how brands can communicate that they are exactly what children want; they do this either by borrowing key symbols popular with the target groups, or by creating brand symbols which the target group will understand and like. Contrasts the attitudes to brand advertisements of younger children and older children/adults; whereas young children remember physical characteristics of brand image, older consumers realise the real nature of the brand. Discusses the importance of fads, ie using licences to sell products and brands, and explains why they are important to children; fads force brands to react to them but can also damage them in the longer term, and brands must keep their identity.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Mar 1, 2002

Keywords: Brand identity; Fashion; Children (age groups); Licensing

There are no references for this article.