2. BRAND MASCOTS
EVOKE POWERFUL
MEMORIES THAT
CAN STICK WITH
YOU FOR A
LIFETIME
BRAND
MASCOTS
ARE LINKED
TO BRAND
STRATEGY
THERE’S
SOMETHING
DELIGHTFUL
ABOUT BRAND
MASCOTS
BRAND MASCOT’S
CREDIBILITY
ENDORSES THEIR
PRODUCTS AND
MAKES THEM MORE
APPEALING
BRAND MASCOTS
PROVIDE A
HUMAN FACE
THAT WE CAN
PERSONALLY
CONNECT WITH
THEY PROVIDE
A CHARACTER
THAT WE
KNOW, LIKE,
AND TRUST
3. Mascot Magic. Personifying Your Brand.
Memorability
Aesthetic
satisfaction
Visual
marking
Stylisti
c
support
Recognizability Personalization
7. BETTY CROCKER MAKEOVER
1921 – WASHBURN
CROSBY COMPANY
CREATES BETTY
1928 – BETTY
CROCKER COOKING
SCHOOL OF THE AIR
GENERAL MILLS
GIVES OWN
VOICE, OWN
SIGNATURE
9. No wonder she
was named
most popular
American
woman by
Fortune in 1945
the "warm
and friendly"
face of the
company to an
American
icon
Latest image of
"Betty Crocker",
a more culturally
and multi-
racially
relevant
image
12. ALTHOUGH BETTY
CROCKER NAME IS ON 200
OR SO PRODUCTS, HER
VISUAL IMAGE HAS BEEN
LARGELY REPLACED BY
THE RED SPOON SYMBOL
AND SIGNATURE ON
PACKET FONTS
AND SHE APPEARS
ONLY ON
COOKBOOKS,
ADVERTISING AND
ONLINE
15. 5 Ways to Create Brand Mascot Content That
Doesn’t Suck
2. Have a Sense
of Humor and
Sport a
Unique
Personality
3. Engage
with Fans
4. Create a
Content Theme
or Hashtag
That Users Can
Get Into
1. Share User-
Generated
Content
5. Honein on
What PeopleLove
about Your
Product
16. How Effective Are Brand Mascots?
According to
one study,
they’re more
effective than
celebrities
BRANDS, USING A
BRAND MASCOT
BOOSTS SHAREABILITY
SIGNIFICANTLY WHEN
COMPARED TO NON-
CHARACTER VISUAL
CONTENT
BRAND MASCOTS,
ON AVERAGE,
CONTRIBUTED TO A
MUCH HIGHER
PERCENTAGE OF
THAT BRAND’S BUZZ
ON SOCIAL MEDIA
brand
mascots
contribute
to higher
rates of
Facebook
shares
FOR EXAMPLE, THE
CHARMIN BEARS
CONTRIBUTED TO
585% MORE SHARES,
TONY THE TIGER LED
TO 279% MORE
SHARE
18. ADVANTAGE OF
FICTITIOUS
CHARACTER IS THAT
THEIR APPEAL CAN
BE MORE ENDURING
THE ANIMATED
CHARACTER CAN
BE TIMELESS THAN
THAT OF REAL
PEOPLE
BETTY CROCKER
NEW AVATAR IS
DUE SOON
BRAND EXTENSIONS
AND MARKET SHARE
ARE RESULTS OF
THE ICONIC
IMPRINTS
SOCIAL MEDIA
LEVERAGE CAN
INCREASE THE BRAND
EQUITY
EXPONENTIALLY
A MORE
GLAMOROUS YET
ASTUTE ICON
AWAITS
19. PRESENT : Betty Crocker Comes
Out In Support Of Gay Families!
20. Balance Creative and Strategic
Thinking to Create Great Characters
• DON’T BE A SHILL
• CREATE A LIFE
• MAKE CHARACTERS VULNERABLE
• IMAGINE THE LONG RUN
• DON’T ASK TOO MUCH
21. THIS PRESENTATION HAS BEEN PREPARED IN THE BRAND MANAGEMENT
COURSE OFFERED BY PROF. SAMEER MATHUR AT IIM LUCKNOW
DISCLAIMER