This article presents the specifics of branding of products for children based on the description of parents’ associations. The key words are ‘child’, ‘children’, parents’ values, brands of products for children, etc. The article studies the frequency and rank of children’s brands awareness, identifying key buyers of children’s products, studying parents’ attitudes to pocket money of children, sizes and methods of their formation. At the same time the article identifies criteria for the selection of baby products, their important properties for parents and qualities, preferred places of purchase, sources of obtaining information on brands of products for children.

Е.V. Shelepova , Samofalov V.I. (2018). Identifying Branding Features of Products for Children, European Research Studies Journal Volume XXI Special Issue 2, 970-984