Brand aware: a consumer survey: for a read on brand recognition among consumers with children under 12 years of age, childrens business commissioned an exclusive national telephone survey last month. (A Special Report).

Children's Business, June, 2003 by Schneideman, Ira P.

AMERICAN CONSUMERS ARE BRAND AWARE. Brands play a big part in U.S. lifestyle. We have branded cars, eat branded food, and wear clothes displaying brands or the logo of our favorite designer or team. So it is no surprise that brands also have a place of awareness in children's apparel.

But with so many brands to choose from, which ones have the geatest awareness level? How many consumers have heard of Zutano or Buffalo, as well as Carter's, Gerner or OshKosh B'Gosh?

To gauge awareness among parents, Children's Business commissioned a National telephone survey on awareness styling preferences and purchase intent.

The exclusive survey was conducted by International Communications Research, in Media Pa, April 30-May 11. Children's...

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