A Study on Impact of Mascots in Branding

Abstract

A corporate brand encompasses a set of cognitive and physical characteristics as well as beliefs that are connected with its product offerings and services (Simoes, 2001). Seimiene (2012) asserts that demographic characteristics like sex, age, and social class are key components of brand personality. According to (Aaker, 1997), a brand's personality can also be determined by a variety of features, including the brand identity, logo, symbol, advertising styles, advertising budget, and marketing channels. Branding strategy is concerned with the selection of some characteristics of a product as fundamental values in order to channel the process by which customers confidently recall, recognize, and acknowledge these attributes (De Chernatony, 1998). According to Plummer (1985), 41 attractive (strong & likable) personalities help brands stand out from the competition and increase their appeal to consumers. The identity of a product can be established from these core values. Brands act as ambassadors to represent their respective companies. Consumers usually convert their ideas and beliefs (imagery, feelings, evaluations, and judgments) into their own perceptions about the identity of the brands. (Brown, 2010) has determined, based on his data statistics, that there is a direct correlation between the physiological and psychological distance of a spoke or brand character and its popularity. (Brown, 2010) shows that the most  prominent brand characters carry a realistic approach and are portrayed as human beings – for instance, the Michelin Man, Captain Morgan, the Burger King, Uncle Ben, Aunt Jemima, Pillsbury doughboy, Ronald Mcdonald, Uncle Ben, and so on