brand mascot
TRANSCRIPT
BRAND MASCOTS
Pankaj GoyalDivyesh 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
NATIONAL MASCOTS
• 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)
FAILED MASCOTS
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 doesn’t hold true.”
- Amit Jatia Managing Director - McDonald’s (Western India).
BRAND AMBASSADORS V/s BRAND MASCOT
• Brand Ambassadors create reliability towards the brand.
• Brand Ambassador doesn’t 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,
THANK YOU
GRONIL JAIN DIVYESH VAITHY
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PANKAJ GOYAL
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