Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty
2013; Taylor & Francis; Volume: 29; Issue: 1-2 Linguagem: Inglês
10.1080/0267257x.2013.764346
ISSN1472-1376
AutoresSameer Hosany, Girish Prayag, Drew Martin, Wai-Yee Lee,
Tópico(s)Digital Marketing and Social Media
ResumoAbstract Brand characters are ubiquitous in marketing. Previous studies establish their relevance in advertising. Surprisingly, little research exists on how to build and sustain brand characters. Adopting a case-study approach, this paper explores the brand management strategies of Sanrio's iconic character Hello Kitty, a cat epitomising cuteness and innocence. Findings indicate that eight tactics help to build and sustain the Hello Kitty brand: keep it simple, character licensing, third-party collaboration, capitalising on nostalgia, product-line extensions, brand extensions, sustaining consumer interests, and harnessing technology. The paper also identifies some challenges facing Hello Kitty.
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