Côrte-Real, AnaLencastre, Paulo2018-07-182018-07-182009Côrte-Real, A., Lencastre, P. (2009). Children thoughts about brands. Working Papers: Management. N.º 10, 22 p.http://hdl.handle.net/10400.14/25227The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.engBrandschildrenassociationsworking paper