This book is about how kids become engaged with brands, and how
their relationship with them changes over time as they mature as
consumers. Children are introduced to brands at an early age, and
they have become increasingly brand conscious. As consumer markets
have developed and become more crowded and competitive, so brands
have become more important in enabling consumers to make informed
choices. However, it may not always be in a child's best interests
to develop a preoccupation with brands, particularly if they
influence the way they think about themselves. This book examines
the emergence of brand awareness among children and the importance
of their cognitive development to their understanding of brands and
consumer socialisation. It also sheds light on problems caused by
the emergence of new forms of branding in the digital era,
especially in online social media and virtual environments where so
many children now spend a great deal of time, and explores the
implications for children and for regulators. -- .
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