Abstract
One of the factors that contribute to obesity in children is food advertisement because it can influence
the eating behaviour of children. Advertising is a marketing strategy to build brand recognition of food. The goals are to promote the product and increase children’s food consumption. . The objectives of
this survey research were to assess the recognition of brand logos among students in primary 6and to
examine the relationship between individuals’ abilities to recognize brand logos and their demographic
eating behaviour. Methods: There were 453 children from two primary schools in Bangkok and in
Phetchaburi joined in this study by purposive sampling. A self-administered questionnaire survey was
administered to gather demographic characteristics, nutrition, and their abilities to recognize brand logos.
This study found that 64.7% (239 students) of the children demonstrated a high brand logos recognition
recognizing 14 food brand logos in the questionnaire. Among these children, the number of children who
ate unhealthy food; consumption of snack, fast foods, and soft drinks was higher than those who ate
vegetables and fruit. In addition, BMI, parent’s educational level, mother’s occupation, habit of eating
breakfast every day, eating snacks and, fast foods were associated with the abilities to recognize brand
logos. To conclude, there is a correlation between poorer eating behaviours and brand logos recognition
ability of school children. However, health promotion campaign should be emphasized among school
children to increase their awareness of how unhealthy eating habit can affect obesity
