Kids and branding in a digital world

By Barry Gunter

Kids and branding in a digital world


  • Hardcover
  • eBook

Book Information

  • Format: Paperback
  • ISBN: 978-1-7849-9245-3
  • Pages: 208
  • Publisher: Manchester University Press
  • Price: £16.99
  • Published Date: November 2015
  • BIC Category: Sales & marketing, Media studies: advertising & society, Media studies, Communication studies, Advertising, BUSINESS & ECONOMICS / Marketing / General, SOCIAL SCIENCE / Media Studies, Economics, finance, business & management / Advertising, Reference, information & interdisciplinary subjects / Communication studies, Society & social sciences / Advertising & society, Sociology


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.


'The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology.'
S. A. Schulman, CUNY Baruch College, Choice July 2016


1. What is a brand?
2. Kids and branding
3. Emergence of brand consciousness
4. Children and digital branding
5. Branding potential of online social media
6. Brands and advergames
7. Brands and adverworlds
8. Regulation and control of branding to children


Barrie Gunter is Emeritus Professor in Media and Communication at the University of Leicester

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