Measuring the Impact of Brand Image on Kids who visit Kidzania
Kidzania is a unique fun and engaging platform to bring kids closer to brands and help them develop an affinity, liking and preference for the brand resulting in long term brand equity creation. The platform engages with various brands wanting to connect with children (and parents) in the age group of 6-14 years.
The Kidzania experience is highly successful in building a strong brand image among kids in the early years. The team at Kidzania was keen to build a research model that could help prove this efficacy to their brand partners. Jigsaw developed a research tool that was deployed on over 1,000 kids and parents at Kidzania and showcased the effectiveness of the Kidzania promise.
Consumer Insights
Children today are living in a brandscape, brands being an integral part of their familiar environment. Children are exposed to a multitude of brands that speak directly and indirectly to them. The information that children receive on brands gets assimilated and processed in the child’s memory, leading to an overall image that the child develops for the brand. Our study showcased the impact of the Kidzania experience on overall brand equity- which was measured in a before-after setting. The variables measured were brand awareness, knowledge, trust, judgment, preference and brand loyalty.