What are brands for?

Abstract

Examines why children choose certain brands over others. Relates this to the fact that desirable brands appeal to our needs, so that successful brands address children’s needs. Shows how children seek a balance between learning new things (exploration) and relying on a socially and emotionally stable home life (home), and also a balance between independence (intrinsic) and integration into family and peer group (extrinsic). Constructs a fourfold classification of children’s need states, based on these two oppositions, which will help in effective marketing of children’s products. Discusses these four states: Emotional Home, Social Home, Self‐improvement, and Re‐definition. Applies the four states to popular characters in children’s television, respectively Winnie the Pooh, Lizzie McGuire, Sabrina the Teenage Witch, and Harry Potter, while Tom & Jerry changes its appeal over time. Illustrates how a product like the mobile phone can be marketed to appeal to each of the four states, and gives general rules for developing brand strategies based on the four need state segments.

Citation

Dammler, A., Barlovic, I. and Clausnitzer, C. (2005), "What are brands for?", Young Consumers, Vol. 6 No. 2, pp. 11-16. https://doi.org/10.1108/17473610510701061