Study: Branding Reaches Preschoolers

Researchers from the University of Wisconsin and University of Michigan report that children from ages 3 to 5 understand advertising and branding concepts and are susceptible to similar marketing pressures as young adults. The study examined brand and logo recognition in 38 children. Recognition was as high as 92 percent for some brands. McDonalds, other fast food restaurants, soda brands and toy companies were the most identifiable.