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Transcript of Brand Mascot
BRAND MASCOTSPankaj Goyal Divyesh Vaithy Gronil Jain
WHAT IS A MASCOT??? Mascot is a person or animal or thing that is used by a company as a part of a marketing strategy to interact with the customers or consumers.
HISTORY FIRST used in France Describes anything which brought luck to a household Became Popular by a COMIC OPRETTA called
CRITERIA Memorable Meaningful Likable Aesthetically Beautiful Protectable
EXPECTATIONS Distinguishes the Brand by having a marketable character A LESS EXPENSIVE approach Survive, Flourishes, Changes with time and still manage to exert a peculiar influence on the public.
BRAND MASCOT MODEL
RELEVANCE V/S IRRELEVANCE
ATTRACT V/S DISTRACT
BRAND MAINLINE V/S BRAND SIDELINED
FOCUS V/S HOCUS-POCUS
MASCOTS - TIMELINE
SURVIVORS AMUL GIRL
COMMON MAN(1954-PRESENT DAY)
FADED AWAY OR FADING AWAY GATTU (1954-2000) AIR INDIA MAHARAJA (1946) MURPHY BABY(1966) APPU(1982) FIDO-DIDO(2000)
NEW AGE MASCOTS ZOO-ZOO BHOLU AMBASSDOR BHEEGI BILLI
1982 ASIAN GAMES(APPU) ICC Cricket World Cup 2011(STUMPY) 35th National Games(Great Indian Hornbill) TB Campaign(Bulgam Bhai) Sachin Fan(Sudhir Kumar Chaudhary)
BRAND AMBASSADORS V/s BRAND MASCOT
BRAND AMBASSADORS V/s BRAND MASCOT Mascot plays a more important role than a brand ambassador
While all brand mascots are necessarily brand ambassadors, the converse doesnt hold true. - Amit JatiaManaging Director - McDonalds (Western India).
BRAND AMBASSADORS V/s BRAND MASCOT Brand Ambassadors create reliability towards the brand.
Brand Ambassador doesnt need a IMAGE SETUP It is difficult to relate celebrities with one particular brand. A mascot if successful helps in increasing the recall value of the brand.
They also stay alive longer than human beings. The strength of mascots lies in its uniqueness,
GRONIL JAIN 179
DIVYESH VAITHY 177 PANKAJ GOYAL 180