Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

This essay sheds light on what is a brand mascot, explicates how companies create brand mascots, and delineates the benefits of companies leveraging brand mascots to promote their product offerings. Succinctly stated, a brand mascot is a fictitious character that serves the purpose of representing a brand by being the embodiment of a brand's personality. A brand mascot is also able to serve the purpose of promoting the product offerings of a company’s brand. A brand mascot is able to fulfill the role of being an ambassador of a company’s brand. A brand mascot is also apart of a company’s brand identity since a brand mascot is a visible fictitious character who represents a brand that customers are able to identify as a fictitious character who is affiliated with the company’s brand. A brand mascot is able to represent a brand’s symbolic values and render it all the more easier for a customer to meticulously under a brand’s symbolic values. A brand mascot is often in the vanguard of a company’s marketing campaigns and will often strive to articulate to members of the target market how a company’s product offerings can furnish value to them. A brand mascot not only plays the integral role of helping a company’s brand to build a brand personality and establish a brand identity, but also plays a crucial role in helping a company’s brand to be all the more distinguishable from its competitor brands. A brand mascot of a fictitious character who has a compelling personality and a highly creative design is far more memorable among members of a target market than a banal brand logo or a humdrum brand slogan is memorable among members of a target market. A brand mascot is a fictitious character who is not only metaphorically interwoven into a brand by serving as the spokesperson of a brand, but is also the fictitious character who is able to humanize a brand. A brand that is devoid of a brand mascot is often perceived to be far less humanized and far more impersonal than the brands of companies who have a brand mascot who is on the front lines of their marketing campaigns. The usage of an entertaining and humorous brand mascot in marketing campaigns who has a compelling personality and a highly creative design can render them all the more indelible than they otherwise would be if the marketing campaigns were devoid a brand mascot. A brand mascot is synonymous with a brand primarily because an entertaining and humorous brand mascot who has a compelling personality and a highly creative design is often the first fictitious character to populate in a person’s mind whenever he hears the brand name of the specific brand that the brand mascot is affiliated with. For instance, whenever a person hears the brand name Cheetos he becomes aptly poised to populate an image of Chester Cheetah in his mind. Chester Cheetah is a brand mascot who is affiliated with the Cheetos brand. People should never implement insalubrious dietary decisions. People should always implement salubrious dietary decisions. The role of a brand mascot is multifarious since it extends far beyond the ambit of being an ambassador of a company’s brand. In addition to helping to facilitate the building of a brand personality, the establishment of a brand identity, and the differentiation of your company’s brand from the brands of your competitors, a brand mascot is also able to render a brand all the more memorable among members of a target market since the usage of a brand mascot in a company’s marketing campaigns is able to significantly enhance a company’s marketing campaigns. The integration of a brand mascot in a company’s marketing campaigns helps to facilitate the amelioration of a company’s marketing campaigns in contexts in which an entertaining and humorous brand mascot who has a compelling personality and a highly creative design is leveraged to efficaciously promote a company’s product offerings in its marketing campaigns advertisements. The integration of a brand mascot in a company’s marketing campaigns can for instance be utilized to integrate humorous skits in its marketing campaigns advertisements.

ISC 2022 is dedicated to the Niti Aayog policies to promote sustainability through exchange of ideas emerging out of the academia. The ISC is an annual conference that is held in virtual mode until COVID restrictions on travel exist. The vision of the conference is to capacitate Academia with the necessary ideas that provide insights of the grassroot level development to various stakeholders of the Niti-Aayog policies. Towards this goal, the conference creates a conjunction of various stakeholders of Niti-Aayog policies that include- academic institutions, government bodies, policy makers and industry. The ISC organizers make concerted efforts to promote academic research that would technological, scientific, management & business practices, and insights into policy merits & disruptions. The framework of exchange of ideas is geared towards adoption of deep technologies, fundamental sciences & engineering, energy research, energy policies, advances in medicine & related case studies. This framework enables the round table discussions between the academia, industry and policy makers through its range of plenary and keynote speakers.

This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation. Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business Studies, Business Communication, Media and Journalism and Public Relations, and for marketing professionals. It will help them understand fundamentals and practical application of brand management.

Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary