Age at which children begin to remember the Marks
DOI:
https://doi.org/10.47187/mktdescubre.26.63Keywords:
Brand recall, Visual identity, Child consumption, Cognitive development, Playful strategiesAbstract
This research article explores the age at which children begin to recall brand elements and identifies which visual components are most memorable. The study used a quantitative, experimental design involving 61 children aged 2 to 6 from two educational institutions. A fictional chocolate brand was created, incorporating three visual components: a character, a logo, and packaging, all presented through playful strategies in age-specific sessions. Results indicate that children are capable of recalling visual stimuli from as early as 2 years old, with the character being the most frequently remembered element, followed by the packaging and logo. Recognition complexity increased with age. The methodology respected the non-verbal communication typical of early childhood, ensuring authentic cognitive responses. Conclusions emphasize the strong impact of characters in early brand memory formation and highlight the ethical implications of visual marketing strategies targeting children.
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Copyright (c) 2025 Pablo Arturo González Loyola, Sandra Verónica Iñiguez Quizhpi, María Elissa Palomeque Benenaula, María Judith Flores Alvarado
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