BRANDchild

BRANDchild is a study of how children and teenagers relate to brands, and of what those relationships mean for the companies trying to reach them. The catalogue record for the Kogan Page edition, whose full title runs remarkable insights into the minds of today's global kids and their relationships with brands, classifies the book under child consumers, advertising and children, brand name products and marketing research, and records that it was produced in association with Patricia B Seybold and the research firm Millward Brown. The book treats children not as small adults who happen to buy things but as a consumer population with its own tastes, loyalties and social pressures, and it is built on research conducted with young people themselves across many countries rather than on what adults assume about them. The organising claim is that brand preferences formed early are durable, so that attachments a company earns in childhood can carry forward into adult buying, which makes the young consumer strategically valuable and ethically delicate at the same time. The record notes bibliographical references and an index, placing the book closer to research reporting than to commentary.

Written from the library catalogue record for the Kogan Page edition at the Internet Archive.

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• Martin Lindstrom