Brand mascot
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The document discusses brand identity, positioning, and communicating brand messages. It defines brand identity and outlines the PCDL model for brand building which includes positioning the brand, communicating the brand message, delivering brand performance, and leveraging brand equity. Effective communication involves identifying target markets, objectives, messages, and media. Brand mascots and celebrity endorsements are discussed as communication tools, with mascots tending to be more effective at creating brand recall and social media engagement over time. Guidelines are provided for developing effective mascots and avoiding mascot failures.
Brand mascot
- 2. Brand Identity Definitions The vision, the key belief of the brands and its core values is called identity. (Kapferer) Brand identity is the outward expression of the brand including its name, trademark, communications and visual appearance. The brand’s identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors.
- 3. Differences between brand identity and image
- 5. PCDL Model the conceptual model for brand building in competitive markets, known as PCDL Model. model is used to investigate how one can evaluate an effective brand.
- 6. Positioning the brand - Features - Tangible Attributes - Intangible Attributes - Product Functions - Benefits - Operational Communicating the brand message - Advertising Campaigns - Themes - clebrities&Mascots - Events -Shows Delivering the Brand Performance - Product Performance - Service Performance - Customer Care - Customer Satisfaction - Customer Delight Leveraging the Brand Equity - Line Extension -Brand Extension -Co-Branding - Social Integration PCDL Model
- 7. Positioning the brand - Features - Tangible Attributes - Intangible Attributes - Product Functions - Benefits - Operational Communicating the brand message - Advertising Campaigns - Themes - clebrities&Mascots - Events -Shows - Consumer Delivering the Brand Performance - Product Performance - Service Performance - Customer Care - Customer Satisfaction - Customer Delight Leveraging the Brand Equity - Line Extension -Brand Extension -Co-Branding - Social Integration PCDL Model
- 8. Value Proposition articulates your product or service's unique value, and how it benefits customers. What makes your business unique in your industry? To whom are you speaking? (Target market, demographic, and persona) Which market segment does your product or service serve? What is your brand promise? Why is your product or service different from the competition, and why should your customers care? Positioning the brand (set the value proposition)
- 10. Brand Personality Brand personality refers to the set of human characteristics associated with a brand (Aaker 1997). Brand Personality provides an emotional identity for a brand and encourages consumers to respond with feeling and emotions towards the brand. E.g. limca representing freshness Nike as the athlete in all of us
- 11. شخصيتابعاد برند صميميت هيجان توانايو قابليتي دلفريبيو كمال استحكام •خاكي •ارگخانواده •صداقت •صميمانه •ياربي •احترو سالم •جينالراو •بشاش •دوستانه •احساساتي •شجاع •روزبه •انگيز هيجان •سرزنده •جوان •تخيلي •فردبه منحصر •مستقل •اطمينان قابل •كوش سخت •امن •هوشمند •فني •موفق •مطمئن •كالس با •قيافه خوش •فريبنده •جذاب •امرآ •نانگيز •غربي •مردانه •مختز Brand personality
- 12. Benz Vs BMW Brand personality Comparison Independent
- 13. Positioning the brand - Features - Tangible Attributes - Intangible Attributes - Product Functions - Benefits - Operational Communicating the brand message - Advertising Campaigns - Themes - Celebrities&Mascot - Events -Shows - Consumer Delivering the Brand Performance - Product Performance - Service Performance - Customer Care - Customer Satisfaction - Customer Delight Leveraging the Brand Equity - Line Extension -Brand Extension -Co-Branding - Social Integration PCDL Model (Communicating)
- 14. Identifying the target market Determining the communication objectives Design a message Choosing media Collecting feedback Steps to effectively communicate brand message
- 15. advertising Print Broadcast Outdoor Covert Public service • Newspaper • brochures • Television • radio • Internet advertising • Social Network • Billboards • kiosks • events • Tradeshows Classification of Advertising • movie • TV serial • Health and safety • about HIV • cancer • child abuse • domestic violence • civil rights
- 16. Be very visual 83% of human learning occurs visually so it only makes sense to give your brand personality a distinctive, instantly recognizable look Create stories The human brain is wired for storytelling – it is one of the most effective techniques for capturing the hearts and minds of people. Rope in some famous actor1 Characters will do the trick. Characters come in all shapes and sizes so there’s bound to be one that will fit your brand and add oodles of personality 2 Brand Message Communicating
- 17. Celebrity Endorsement Celebrity marketing is a tactic featuring a famous person to offer an endorsement of a product
- 18. Brand mascot characteristic figures which can build an identity and help to create and express brand’s personality. They also help the target market to identify, remember and understand the brand.
- 19. Product voice and tone brand awareness friendly image Lucrative licensing opportunities get attention Memorability Reflect brand values and brand personality uniqueness Advantages of mascots
- 20. Enzy and friends: fun- and children-friendly mascots The gang has five members which each correspond to the characteristics of one of the five key automobile components. Kia Motors
- 22. Enzy the engine monster Razy the radiator monster Tory the battery monster Laito the headlamp monster Aqu the washer liquid monster Kia Motors Enzy in Products introduction Enzy in Social ResponsibilityEnzy introduction
- 23. Hyundai Advertising campaign GOLEO, the official mascot of the 2006 FIFA World Cup, poses next to a Hyundai car during last year's Confederations Cup in Germany. Hyundai Motor Runs ‘Be There With Hyundai’ Slogan Campaign for UEFA EURO 2016™
- 24. Duracell BunnyMichelin ManMr. Peanut The Duracell Bunny is an anthropomorphic pink rabbit powered by batteries, used to promote Duracell brand batteries The Michelin Man, is the symbol of the Michelin tire company. Introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, Bibendum is one of the world's oldest trademarks Mr. Peanut is the advertising logo and mascot of Planters, an American snack-food company and division of Kraft Foods Some Successful Mascots
- 25. Pillsbury DoughboyRonald McDonaldPepsiman Per General Mills, the Pillsbury Doughboy was created in 1965 by a copywriter at Leo Burnett. From the beginning, he has been dressed in a chef’s hat bearing the Pillsbury logo as well as a white neckerchief. The initial doll cost $16,000 to develop. Ronald McDonald made his first appearance in 1963 in a regional television commercial. And, beginning in 1966, he officially became the “smiling, friendly face and spokesman of McDonald’s,” says McDonald’s rep Steve Mazeika. Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda. Some Successful Mascots
- 26. Build brand equity Help people remember ads Stand out (help advertising stand out from the surrounding clutter) Make people believe the product contributes to superstar status Celebrity endorsers play the role of “initiator” and “influencer” in the consumer’s buying process The Benefits of Celebrity Endorsements
- 27. The strength of mascots basically lies in its uniqueness and you can use them for a long time. investing in an animated brand character is much less expensive Celebrities become overexposed Celebrities can overshadow brands (Consumers may focus on the celebrity, not the product) There might be negative news about celebrities Consumer can stop purchasing products with endorsements from celebrities they do not like Most celebrities are wealthier than the target audience and therefore it can be difficult to perceive similarity between people in different social classes Brand mascot vs. celebrities
- 28. The Pillsbury Doughboy 22.14% The Aflac Duck (American Family Life Assurance Company) 11.82% Celebrities 3.9% Flo (Progressive Insurance) 6.85% GEICO (Government Employees Insurance Company) 6.15% Synthesio monitored social media buzz generated by both celebrity spokespeople and brand mascots and found that brand mascots, on average, contributed to a much higher percentage of that brand’s buzz on social media. Mascots are more effective than celebrities How Effective Are Brand Mascots? Brand Mascots
- 29. brand mascots contribute to higher rates of Facebook shares How Effective Are Brand Mascots? the Charmin Bears 585% Tony the Tiger 279% the Keebler Elves 203% Mr. Clean 182%
- 30. Developing Your Brand Mascot determine whether or not your audience will be responsive to a character Create a map of your brand as a person. Choose the right name & visual representation. Choose a mascot that represents the fighting spirit of your team or organization. adding some funny quirks to make your character memorable.
- 31. Brand Mascot Fails & Reasons Mr.Mucas is a prime example of a mascot that was neither compelling nor suitable for consumers of any gender. Mr. Mucas was the spokesman for Mucinex, an over-the- counter medication that clears out congestion people were not fond of seeing that congestion personified in the form of a fat, rude, obnoxious green blob. Business Insider reported more than 50 percent of people surveyed in an E-Poll Market Research study disliked Mr. Mucas, putting him in second place for mascots people despised the most. This mascot for the fast-food chain was updated in 2003, transforming him into a real-live man dressed as a king who would skulk around people’s bedrooms while they were sleeping. He was still disliked by 60 percent of the respondents in the E-Poll study, with many finding him downright frightening
- 32. Positioning the brand - Features - Tangible Attributes - Intangible Attributes - Product Functions - Benefits - Operational Communicating the brand message - Advertising Campaigns - Themes - Celebrities - Events -Shows - Consumer Delivering the Brand Performance - Product Performance - Service Performance - Customer Care - Customer Satisfaction - Customer Delight Leveraging the Brand Equity - Line Extension -Brand Extension - Ingredient Branding - Brand Alliance -Co-Branding - Social Integration PCDL MODEL
- 33. Interaction of elements that determine brand performance Perception Metrics Performance Metrics Finance Metrics Awareness Association Appraisal Sentiment Brand posture Brand value Top of mind Price determinants Brand response to market share Indifferent Customer acquisition Cost of brand building Customer retention Net revenue over brand Acquaintance(familiarity) Allegiance (Loyalty) Operating cash flow Brand preference Brand benefits Market share Relevance Brand referral Commitment Repeat Perception credibility BRAND PERFORMANCE
- 34. measure the interactive performance of : • brand perception • brand performance • financial impact Delivering the brand performance Conceptualizing brand metrics
- 35. Positioning the brand - Features - Tangible Attributes - Intangible Attributes - Product Functions - Benefits - Operational Communicating the brand message - Advertising Campaigns - Themes - Celebrities - Events -Shows - Consumer Delivering the Brand Performance - Product Performance - Service Performance - Customer Care - Customer Satisfaction - Customer Delight Leveraging the Brand Equity - Line Extension -Brand Extension - Ingredient Branding - Brand Alliance - Social Integration PCDL MODEL: A CONCEPTUAL MODEL FOR BUILDING BRANDS 35
- 36. Line Extension Line extension refers to the expansion of an existing product line Co-Branding In ingredient branding, key attributes of one brand are incorporated into another brand as ingredient is gaining increasing popularity in markets social brand integration look for opportunities to engage in social activities that will levitate the brand in the eyes of employees, customers, consumers and suppliers Brand Extension Brand extension refers to the expansion of the brand itself into new markets 36 Leveraging the brand equity
- 37. BMW & Louis Vuitton: The Art of Travel Co- Branding business of travel luxury well-known traditional brands high-quality Craftsmanship In their partnership, BMW created a sports car model called the BMW i8, while Louis Vuitton designed an exclusive, four-piece set of suitcases and bags that fit perfectly into the car's rear parcel shelf. Commons
- 38. Brand Extension Rolls-Royce Aircraft Engines