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Efter barndommens død? Nr. 46
Danish C:hildren's Upbringing as Consumers
Tabte 7 - Brand Awareness (number of brands known)
Cereals Soft drinks Sports clothes Mobile phones
age 5-7 10 8 3 1
age 8-10 age 16-18 age 19-30 Number ofBrands 11 13 14 19 11 12 12 13 5 6 6 6 6 8 7 12
From these and similar figures for other produet eategories, it ean be estimated that 5-7 year-old ehildren know of 300+ different brands. Among the 16-18 year-olds, the number of known brands is twiee as high and the inereasing brand awareness oeeurs in very different areas. The faet that brand awareness is established at a very early age is remarkable. To illustrate how brand awareness develops with age, seleeted brands are shown in Table 8.
Tabte 8 - Brand Awareness % Coca Cola Fanta Pepsi
age 5-7
age 8-10 age 11-12 age 13-15 age 16-18
97 93 81
97 95 91
98 97 96
97 97 97
98 98 98
Kellogg's Cornflakes Kellogg's Frosties
95 87
96 91
98 95
97 94
97 96
Adi das Nike Humme!
74 60 45 21 18 8
94 81 68
97 95 85 86 89 65
95 95 89 92 94 79
97 97 95 94 96 84
Ericsson Nokia Motorola
50
67 32
For some produet areas, where use ofthe produet does not beeome important until the ehild matures, brand awareness develops with age.