Brand aware 2004: in our second annual survey, we poll households with children under 12 for a read on consumer brand recognition.(Licensing Market Report Card)

Children's Business, June, 2004 by Schneiderman, Ira P.

MARKETING BRANDED CHILDREN'S APPAREL HAS MUCH IN COMMON WITH THE BOSTON MARATHON. Both are competitive contests. Both have many competitors--some large, some small. Both require training or practice. The Marathon has a finish and a time line. In brand marketing, the finish and time lines can be incredibly short or long (Mickey Mouse is 75!). And both have financial and non-financial rewards.

Sales is one important measure of a brand's success, but not the only one. How do you measure brand awareness in an overloaded, and perhaps overheated, market? How do you measure buzz and styling preferences, all of which lead to sales success?

One way is to go to the consumer and ask. This year and last, Children's Business initiated a national survey of...

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