Children’s Brand Logo Preference: A Phonetic Symbolism Perspective

Brand logos play a particularly important role for child consumers. This study investigates children’s preference for inventive brand logos manipulated using phonetic symbolism principles. Using an experimental design, we demonstrate that children prefer brand logos that connote physical product attributes (e.g., size). Age differences were also observed which could be attributable to developmental stages. This research shows that when selecting an inventive brand logo, consideration could be given to the relation between the shape of the image and product characteristics. We believe that our findings are of importance to marketers as they consider different approaches to designing brand logos.