Abstract
The children's market is increasingly capturing the imagination of marketers in a range of industry sectors, as awareness grows of its sheer potential.
But developing brands that appeal to supposedly unsophisticated kids is not as straightforward as many first think. This paper gives an overview of the core principles that must be borne in mind in any brand development programme, before demonstrating a tailored approach to children using a case history to bring the theory to light.
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1Jonathan Hall joined CLK in 1994 and has worked across a spread of industry sectors on a broad spectrum of projects from new product development (npd) through existing product and service brand development to corporate brand development and npd. The clients he has worked with include Bank of Scotland, Cadbury, Guinness, Commercial Union, Hilton Hotels, SmithKline Beecham and Vauxhall. Before joining CLK, Jonathan worked at MMSL, where he worked in the UK, Germany and the USA for clients such as Schering, Merck, Sharp & Dohme, Upjohn and Lederle. He then moved to ARC, taking charge of a wide variety of projects in the UK, Europe, North and South America and the Far East for clients in the Financial, healthcare, leisure, and travel and tourism industries.
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Hall, J. Breaking into the children's confectionery market. J Brand Manag 5, 407–414 (1998). https://doi.org/10.1057/bm.1998.31
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DOI: https://doi.org/10.1057/bm.1998.31