Brand Mascots

Author : Stephen Brown,Sharon Ponsonby-McCabe
Publisher : Routledge
Page : 352 pages
File Size : 43,6 Mb
Release : 2014-06-27
Category : Business & Economics
ISBN : 9781134053902

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Brand Mascots by Stephen Brown,Sharon Ponsonby-McCabe Pdf

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.

Author : Dr. Harrison Sachs
Publisher : The Epic Books Of Dr. Harrison Sachs
Page : 27 pages
File Size : 42,8 Mb
Release : 2023-12-08
Category : Young Adult Nonfiction
ISBN : 8210379456XXX

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What Is A Brand Mascot, How Companies Create Brand Mascots, And The Benefits Of Companies Leveraging Brand Mascots To Promote Their Product Offerings by Dr. Harrison Sachs Pdf

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.

Author : Stephen Brown,Sharon Ponsonby-McCabe
Publisher : Routledge
Page : 321 pages
File Size : 48,8 Mb
Release : 2014-06-27
Category : Business & Economics
ISBN : 9781134053834

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Brand Mascots by Stephen Brown,Sharon Ponsonby-McCabe Pdf

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.

Author : Dimitrios A. Karras,Sai Kiran Oruganti,Sudeshna Ray
Publisher : CRC Press
Page : 289 pages
File Size : 48,9 Mb
Release : 2023-09-28
Category : Technology & Engineering
ISBN : 9781003819547

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Emerging Trends and Innovations in Industries of the Developing World by Dimitrios A. Karras,Sai Kiran Oruganti,Sudeshna Ray Pdf

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.

Author : Ashita Aggarwal,Suraj Commuri
Publisher : Taylor & Francis
Page : 251 pages
File Size : 42,9 Mb
Release : 2023-11-06
Category : Business & Economics
ISBN : 9781000991680

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Brands and Branding by Ashita Aggarwal,Suraj Commuri Pdf

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.

Author : Gupta Ruchi
Publisher : S. Chand Publishing
Page : 402 pages
File Size : 41,7 Mb
Release : 2012
Category : Business & Economics
ISBN : 9788121940016

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Advertising Principles and Practice by Gupta Ruchi Pdf

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

Author : Sebastian Kot
Publisher : Springer Nature
Page : 1034 pages
File Size : 45,6 Mb
Release : 2024-07-03
Category : Electronic
ISBN : 9789819709960

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Corporate Practices: Policies, Methodologies, and Insights in Organizational Management by Sebastian Kot Pdf

Author : Paul Hitchens,Julia Hitchens
Publisher : Teach Yourself
Page : 128 pages
File Size : 54,8 Mb
Release : 2014-04-27
Category : Business & Economics
ISBN : 9781444197990

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Brand Management In A Week by Paul Hitchens,Julia Hitchens Pdf

Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders. Building a strong brand takes much more than a week: it requires an on-going commitment to excellence. This updated second edition of Brand Management In A Week provides a proven seven-day program on the principles of brand management. It takes you from the conceptual and planning stage through to implementation and sustainability. It's packed with tips and insights gained from decades of industry experience to help you jump-start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape. Each of the seven chapters in Brand Management In A Week covers a different aspect: - Sunday: Determine your brand focus - Monday: Define your brand strategy - Tuesday: Express your brand through its identity - Wednesday: Evolve your brand culture - Thursday: Build your employer brand - Friday: The importance of design - Saturday: Sustaining the brand

Author : Evangelos Markopoulos,Ravindra S. Goonetilleke,Amic G. Ho,Yan Luximon
Publisher : Springer Nature
Page : 627 pages
File Size : 52,9 Mb
Release : 2021-07-01
Category : Technology & Engineering
ISBN : 9783030800949

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Advances in Creativity, Innovation, Entrepreneurship and Communication of Design by Evangelos Markopoulos,Ravindra S. Goonetilleke,Amic G. Ho,Yan Luximon Pdf

This book brings together experts from different areas to show how creativity drives design and innovation in different kind of businesses. It presents theories and best practices demonstrating how creativity generates technological invention, and how this, combined with entrepreneurship, leads to business innovation. It also discusses strategies to teach entrepreneurial competencies and support business developments, including aspects such as corporate social responsibility and sustainability. Moreover, the book discusses the role of human factors in understanding, communicating with and engaging users, reporting on innovative approaches for product design, development, and branding. It also discusses applications in education and well-being. Based on the AHFE 2021 Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, held virtually on July 25–29 July, 2021, from USA, the book addresses a broad audience of business innovators, entrepreneurs, designers, and marketing and communication experts alike.

Author : Tracy L. Tuten,Michael R. Solomon
Publisher : SAGE
Page : 477 pages
File Size : 40,6 Mb
Release : 2017-11-25
Category : Business & Economics
ISBN : 9781526424549

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Social Media Marketing by Tracy L. Tuten,Michael R. Solomon Pdf

**Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users." TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. Suitable for modules and courses on social media marketing.

Author : Paul Hitchens,Julia Hitchens
Publisher : Teach Yourself
Page : 240 pages
File Size : 55,7 Mb
Release : 2010-08-27
Category : Business & Economics
ISBN : 9781444131420

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Create the Perfect Brand by Paul Hitchens,Julia Hitchens Pdf

Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world. All aspects of branding are covered including: - what is a brand and why it is heart, soul and core of a business - brands in a recession, including the success stories - methods to value a brand - brand focus - brand creation and structure - brand audience and brand vision -importance of creativity - brand implementation - personal branding - brand protection- trademark, intellectual property - brand delivery Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed! NOT GOT MUCH TIME? One, five and ten-minute introductions to key principles to get you started. AUTHOR INSIGHTS Lots of instant help with common problems and quick tips for success, based on the author's many years of experience. TEST YOURSELF Tests in the book and online to keep track of your progress. EXTEND YOUR KNOWLEDGE Extra online articles at www.teachyourself.com to give you a richer understanding of computing. FIVE THINGS TO REMEMBER Quick refreshers to help you remember the key facts. TRY THIS Innovative exercises illustrate what you've learnt and how to use it.

Author : Helen Fallon,Graham Walton
Publisher : Routledge
Page : 252 pages
File Size : 49,7 Mb
Release : 2019-04-30
Category : Language Arts & Disciplines
ISBN : 9781351798341

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Librarian as Communicator by Helen Fallon,Graham Walton Pdf

As the information landscape evolves and takes shape using traditional and new platforms, it is the role of Academic Libraries to take the lead in communicating, developing and informing these changes in timely and relevant ways. Experienced librarians and those new to the field seek out innovative and more effective way to engage with users and stakeholders. This book provides a variety of communication strategies for different user groups, taking into account the changing information landscape and the application and implications of social media developments. A major driver in higher education is the change in the scholarly communication model where initiatives such as Open Access, Institutional Repositories and Data Management are challenging previous practice whilst offering new opportunities for leadership. These communication developments provide opportunities for academic librarians who need the insight and awareness to take these chances. Librarian as Communicator provides research-based explorations of the above topics, covering developing areas and also the communication skills that are needed for the academic library to have a continuing role in the 21st Century. It was originally published as a special issue of the journal New Review of Academic Librarianship.

Author : Mike Moser
Publisher : Harvard Business Press
Page : 186 pages
File Size : 55,7 Mb
Release : 2003-02-13
Category : Business & Economics
ISBN : 9781422163573

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United We Brand by Mike Moser Pdf

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

Author : Daniel Thomas Cook,J. Michael Ryan
Publisher : John Wiley & Sons
Page : 630 pages
File Size : 48,6 Mb
Release : 2015-03-02
Category : Social Science
ISBN : 9780470672846

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The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies by Daniel Thomas Cook,J. Michael Ryan Pdf

With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, and a timeline Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Available online with interactive cross-referencing links and powerful searching capabilities within the work and across Wiley’s comprehensive online reference collection or as a single volume in print www.consumptionandconsumerstudies.com

Author : Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti
Publisher : IGI Global
Page : 366 pages
File Size : 44,6 Mb
Release : 2017-09-13
Category : Business & Economics
ISBN : 9781522529224

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Driving Customer Appeal Through the Use of Emotional Branding by Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti Pdf

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.