I'm not wearing that!

This study was conducted at a school in the north‐east of England using a range of research methods including pre‐focus groups, focus groups, a census of all children and a survey of parents. It was designed to address a series of research questions related to the relationship between young school children and branding. The findings indicated that brand recognition commences at an early age with older age groups having greater brand awareness. Differences in the perceptions of parents and their children towards brands were identified, with parents expressing their concerns over the effects of branding. Older children were aware of the role of branding in enhancing self‐esteem and acceptance in peer groups. It is suggested that the earlier the marketer establishes brand awareness and recognition in the child, the stronger the brand association and imagery are likely to be when they become independent as consumers.