Naming brands: implications for children's brand awareness

Stacey Baxter, Cynthia Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


Many marketers aim plant the seed of brand recognition into the mind of young consumers. This paper examines whether brand name characteristics influence children’s brand awareness. Brands were assessed by three judges on the five name characteristics of simplicity, distinctiveness, meaningfulness, emotion and semantic appropriatenes. Brands also were evaluated with respect to the use of twenty-two specific linguistic devices. In total 192 children between the ages of eight and eleven years of age were asked whether they recognised six brand names. Results showed higher levels of recongition for brand names evaluated as the most representative for all name characteristics, with the exception of Emotion. Higher levels of brand recognition were also identified for brands that employed several linguistic devices.
Original languageEnglish
Title of host publicationANZMAC 2009
Subtitle of host publicationproceedings : sustainable management and marketing conference
EditorsDewi Tojib
Place of PublicationAustralia
Number of pages7
ISBN (Print)1863081585
Publication statusPublished - 2009
EventAustralian & New Zealand Marketing Academy Conference (2009) - Melbourne
Duration: 30 Nov 20092 Dec 2009


ConferenceAustralian & New Zealand Marketing Academy Conference (2009)


  • children
  • brand name
  • brand recognition


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