ABSTRACT
This chapter aims to provide a definition and foundations of some of the factors and definitions, such as age and developmental cycle and to provide a broader frame to practitioners and researchers in which to consider how brands and children relate to one another. It examines how some influence and try to influence children, and also the power of children on others in making consumer decisions. Relationship between brands and consumers has always been important though, and not because of the value that may be co-created in one. In some cultures the relationship has significance across many variables such as meaning, identity, performance, personality, attributes, personality, judgement and quality. From a relationship marketing perspective, brands form an integral part of a relationship between consumer and brand. Being part of a brand community is becoming more and more important to young consumers and in maintaining their relationship to a brand through to their journey to adulthood.
