Branding for kids:it is kindly hidden but always seen

If we look at some brands that are aimed to children and it´s way of branding, we can see that they all have similar schemes, if not the same ones. It shows on the pictures of this post that it follows the same points: animated characters, bright colors, placed strategically in the lower right side, with a discreet look of the character down. What can we get out of this?

First, let’s start with the characters, animated beings that attract children as something fun and as a playmate. Second, the colors, always bright and cheerful colors, that attract the eye of the kid and make in their brain an optimum sensation, such as blue, yellow green, etc.Third, the positioning of the character in the lower part of the product looking down, what they want to get the brands with this is that the child has a direct contact with the character, so there is a connection eye to eye.

And now comes the big question: To what extent is it ethical and moral to do this kind of thing influencing the consumer but not the real buyer, the parents? The truth is that, researching to write about it, we can not find anything that talks about this. It does not look good in our society to recognize something that is obviously being done and that has to do with kids. There are no articles with this information, there is nothing written, but the truth is there, so it is kindly hidden but always seen.

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6 Responses to Branding for kids:it is kindly hidden but always seen

  1. anaellelorre says:

    Hi claudiaggs! Kids are consumers, but parents are gatekeepers. They will always decide wether the product will be bought or not. So I assume that the biggest part of marketing of these products is still adress to them. However, I agree with you that brands also try to communicate with children. However, I would like to know why do you think it is not ethical specifically.

  2. meliskirmizi says:

    Hi @claudiaggs, Well I have never noticed character’s eye until I read your post. So, even though parents are going to buy it for the child, I still think that those products should promote towards to children. Because even they are little kids, they also want to be special and different than the others in the house. They want their own products. I know lots of little kids who always wants to separate their goods from others. So, I think it is a right marketing way and many brands use it much.

  3. Hey Claudia! I found your article interesting, because I think that sometimes we don´t give credit to both parts of the buying (the gatekeeper and the consumer), I think they both have a really important role because the sale won´t take part if one of them is not convinced. I don´t think it is a matter of ethics because of the same, and I believe that in the persuasion for the kids there`s also some persuasion for the real buyers. I found this article that talks about how to get the gatekeepers while getting “the target” maybe you will find it interesting too. http://www.sellingpower.com/content/article/?ia=2136/get-to-know-your-gatekeepers

  4. ireneortegalegidos says:

    Hi Claudia! I think you wrote a really interesting post because, as you said, nobody ever talk about this. The truth is that, in this case, the line between what is right and what is wrong is very fine. Obviously, the brands want to persuade their consumer, but children are not really conscious about what they need or what they truly want. Moreover, kids are more easily persuaded. So the truth here is that the brands are generating a pulse among the children to the patience of parents when giving them what they ask for.

  5. belenlujang says:

    Hi Claudia! I found your post really instructive as I never noticed that way of branding you are talking about, specially the point that characters are placed strategically in the lower right side looking down. Clearly every brand want to achieve consumers and it is also known that some of them don’t care how to do it. But, as in this case the person who’s going to buy the product is the parent, there should also be some kind of persuasion directed to them, don’t you think?

  6. janetfredekind says:

    Hey @claudiaggs.
    Thank you so much for your blog post. I think targeting kids as a consumer is a difficult subject because you don’t know how to feel about it. Is it right of brand to target kids or is that stepping over the line? Well, I think that if you produce goods that are designated for kids you have to make the goods attractive for kids. However, I would agree that some brands over do their advertisements. Parents must have some awful experience with that, as kids get so easily persuaded by ads and attractive packaging. I think you scratched on a very interesting matter but I would have loved to hear more about it.

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