by Michael Bloch
What springs to your mind when the term "golden arches" is mentioned? It's most likely you think of McDonalds. A recent study has shown just how powerful branding can be, particularly on the young, and for me it's also a reminder how much responsibility is on marketer's shoulders.
63 children were surveyed in a recent study to examine the impact of heavy marketing and brand exposure on young children in relation to taste preferences. The children were asked to indicate if identical foods and beverages in different packaging tasted the same or better. One lot of packaging was generic, the other had McDonalds branding and logos.