Consumers are able to make brand choice decisions in a third of a second. It is therefore important for marketers to understand how consumers learn and recognise brands. In psychological research, it is established that words, faces, and objects learned early in life are recognised faster and more accurately than items learned later in life, known as the age of acquisition effects (AoA). This study adopts AoA theory to assess consumers’ brand name recognition. Analyses of 1000 respondents and 52 brands found early exposed brand names were recognised faster (by 14ms) and more accurately (by two percent) than late exposed brands. Brand usage recency (β=-5.71) and respondents’ age when brand was launched(β=.53) significantly predicted recognition speed but with small effect sizes (R2=.014).Results raised an interesting point for the long-term effects of childhood brand exposure andsuggested that other factors may have greater influence on brand memory in adulthood.