Brand loyalty starts from a very early age

Citation

Cooper, L. (2011), "Brand loyalty starts from a very early age", Strategic Direction, Vol. 27 No. 1. https://doi.org/10.1108/sd.2011.05627aad.010

Brand loyalty starts from a very early age

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 1

Cooper L.Marketing Week, June 2010, Vol. 33 No. 24, Start page: 24, No. of pages: 3

Reports the concerns of David Cameron, made on behalf of the Conservative Party and before he became Prime Minister in May 2010, about the way UK marketers, advertisers and shops market goods to children and the threat to resort to tighter regulation of such marketing to children if they do not show more restraint in the way they operate. Refers to the Buckingham Report on the commercial world and children, published in 2009, which noted that young people are often seen as early adopters for many digital and direct media technologies. Explains that, although there is little legislation to regulate brands that market exclusively to children, there is a serious need for marketers to treat this vulnerable consumer group in an ethical and responsible way, particularly since any inappropriate transgressions can cause a backlash from consumers. Reveals that marketers have responded quickly to this threat with Facebook, the social networking site that is used by many brands for direct marketing, announcing the introduction of simpler and more powerful controls for sharing personal information, in response to user concerns about privacy. Offers an agency view of these developments from Sue Jenvey (Haygarth), a client view from Ed Relf (Mind Candy), and an overall view from Angus Morrison (Mail Media Centre Strategy)Article type: ViewpointISSN: 0141-9285Reference: 39AR239

Keywords: Business ethics, Consumer behaviour, Marketing strategy, Retailing, Strategic marketing, United Kingdom