【摘要】The thinking level of students in primary and middle school can affect their mastering of brand concept.In order to guide the students′ consumption,this study explored the cognitive level and developmental characteristics of brand concept of students in primary and middle school.The results showed:(1)the cognitive level of brand concept of students in primary and middle school improved with age;(2)the students of primary and middle school have different knowing about different dimensions of brand concept;(3)the students in different grades have different knowing about the brand concept with higher\|grade students knowing more comprehensively.