The report shows what children aged seven to 15 think of leading brands, and ranks them in order of preference. It also ranks brands by age group (‘tweens’ aged seven to 11 and ‘teens’ aged 12 to 15) and by gender.

In total 166 brands were assessed on:

• Children’s awareness of the brands

• How excited children get about the brands

• How popular brands are among children

• Whether or not parents would approve of children consuming the brand

• How cool children think brands are

• Whether children would recommend brands to others

• Which brands are children's favourites

• Which brands are most fun

• Which brands children simply want the most

 

We also looked at marketing activity including:

• Whether children had seen advertising by the brand and where they had seen it

• Whether children had visited a brand’s website

The result is the Kids Brand Index, a comprehensive report detailing the findings of the research, which used a sample of 4,000 children aged seven to 15, based in the UK.

Parental approval was secured for the children to participate in the research, which was carried out by professional research agency Harris Interactive in accordance with MRS guidelines.

We researched brands from 12 categories:

• Food
• Drinks
• Sweets and chocolate
• Clothes
• Shops
• TV channels
• TV shows
• Video games
• Electronic gadgets
• Toys and games
• Mobile phones
• Websites

You can see the brands we researched, and how they fared, in the table here. The overall top 20 is below.

 

Purchasing the Kids Brand Index 2011

The full 194-page report contains tables showing how each brand fared in key areas, along with tables breaking down the rankings by age group and by gender. The report contains an individual write-up for each brand focusing on its performance.

You can purchase a copy of the Kids Brand Index for £1,589 + VAT

You can also order individual data sets for each brand, breaking down the full data by age and gender, and showing additional data not included in the report such as:

• Which words children associated with the brands – broken down by age and gender

• How children have used the brand’s website – broken down by age and gender

Please note that individual data sets are available only to purchasers of the Kids Brand Index report. Thereafter, you may purchase as many as you like at any time for the following prices:

• 1 extra profile report: £150 + VAT
• 2-6 profile reports: £125 + VAT each
• 7-11 profile reports: £100 + VAT each
• 12+ profile reports: £75 + VAT each

To order call 0208 267 4867 or email here