Brand names are prevalent in our society: they influence consumption and future buying behaviour. As research has shown, children are also aware of brands and brand names, and brand names learned in childhood can influence their attitude towards the known brands. The collaboration of various scientific fields including pedagogy, psycholinguistics, and marketing communication enabled us to investigate the appearance of brand names in the verbal consciousness of 4-5-year-old kindergarten children of different nationalities. In the frames of this research, brand names were identified by the application of an interdisciplinary and comparative word association experiment conducted with 100 Hungarian, 100 Russian, and 100 Laotian children, from the 4-5-year-old age group. The experiment is a traditional word association experiment and the research design was not set into the context of any brands or consumption habits research. Results show that in the experiment, several globally known brand names were elicited (e.g. Lego, My Little Pony, Batman), however significant cross-cultural dissimilarities were also revealed. Most activated brand names can be connected to the world of children (e.g. toy brands), but in the experiment spontaneously elicited brands reflect not only the conception of childhood but also the society and culture surrounding the children.