A new study of brand recognition in kids shows that even kids who can’t read can recognize corporate logos like Disney, McDonald’s and randomly… Toyota.
The study, which involved 38 Australian preschool children ages 3 to nearly 5 years old, found that while the children were not yet able to read, they often knew exactly which logo corresponded with which brand. Certain logos — including those for fast food chains (McDonald’s), entertainment companies (Disney, the parent company of ABC News, and Warner Brothers) and cars (Toyota) — proved especially recognizable. Others, including those for clothing (Nike) and personal care (Kleenex), fared considerably worse. (No children in the study recognized the Kleenex logo. Kleenex spokesman Joey Mooring said he was unfamiliar with the study but added that Kleenex’s “primary consumer demographic” is “moms.”)
The researchers were especially surprised to find children identifying brands whose marketing doesn’t appear to target kids, including Toyota, which was recognized by 80 percent of the study’s participants, and Shell, which was recognized by nearly 53 percent.
McAlister had a couple of theories to explain why brands like Shell and Toyota get kids’ attention. For the former, children might associate trips to the gas station with stops for treats at a gas station convenience store, she said. For the latter, children may recognize car brands because they’ve learned to distinguish between their parents’ cars and those of others.
Personally, I had a lot of toy cars when I was just a wee little thing, so I knew car brands.
What brands did you know/like when you were a kid?
What Kids Know: McDonald’s, Toyota, Disney [ABC News]