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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.
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.
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