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    Hello Kitty - A Japanese Super Brand

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    arunima_rana
    Sanrio's Hello Kitty brand has seen continued success over decades through strategic brand building efforts such as maximizing brand penetration, recall and repurchase. While some viewed Hello Kitty's initial popularity as luck, its unique harmless and cute character design helped drive engagement. Sanrio revived the brand through fashion-focused changes and new product introductions to manage brand fatigue. Licensing deals widely expanded the brand's reach, though excessive licensing could dilute it. Increasing overseas focus, especially Western markets, aims to further growth despite risks of neglecting key Asian markets.

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    Hello Kitty - A Japanese Super Brand

    Uploaded by

    arunima_rana
    42 views13 pages
    Sanrio's Hello Kitty brand has seen continued success over decades through strategic brand building efforts such as maximizing brand penetration, recall and repurchase. While some viewed Hello Kitty's initial popularity as luck, its unique harmless and cute character design helped drive engagement. Sanrio revived the brand through fashion-focused changes and new product introductions to manage brand fatigue. Licensing deals widely expanded the brand's reach, though excessive licensing could dilute it. Increasing overseas focus, especially Western markets, aims to further growth despite risks of neglecting key Asian markets.

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    Hello Kitty- A Japanese Super Brand

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    Sanrio's Hello Kitty brand has seen continued success over decades through strategic brand building efforts such as maximizing brand penetration, recall and repurchase. While some viewed Hello Kitty's initial popularity as luck, its unique harmless and cute character design helped drive engagement. Sanrio revived the brand through fashion-focused changes and new product introductions to manage brand fatigue. Licensing deals widely expanded the brand's reach, though excessive licensing could dilute it. Increasing overseas focus, especially Western markets, aims to further growth despite risks of neglecting key Asian markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    42 views13 pages

    Hello Kitty - A Japanese Super Brand

    Uploaded by

    arunima_rana
    Sanrio's Hello Kitty brand has seen continued success over decades through strategic brand building efforts such as maximizing brand penetration, recall and repurchase. While some viewed Hello Kitty's initial popularity as luck, its unique harmless and cute character design helped drive engagement. Sanrio revived the brand through fashion-focused changes and new product introductions to manage brand fatigue. Licensing deals widely expanded the brand's reach, though excessive licensing could dilute it. Increasing overseas focus, especially Western markets, aims to further growth despite risks of neglecting key Asian markets.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 13

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    !!
    !  
    Flow Of the Presentation
    § Introduction to the case
    § Essentials of Brand building
    § Questions discussion
    Was it because of luck?
    The unique characteristics.
    Licensing strategy
    Overseas expansion
    The Path

     ,- +)))

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    §Ñ " 1| 3
    §    . # # 45
    §   "%  !. 2 
    §&'(5. # . "%  # §  #1 . .  2
    &'*)
    §.  1.% "  "%  " 

    § .  /    
    §0  %  
    Brand Building
    § Maximum penetration
    § Maximum brand recall
    § Maximum Repurchase
    Question No. 1
    § According to some analyst ͞Hello kitty͛s rise to
    popularity was just plain luck ͞ Do you agree
    with this? What according to you could have
    been the unique qualities that contributed to
    hello kitty͛s popularity. Also comments on
    Sanrios efforts to revive and reinvent the
    brand over the years.
    $  . -"2

    § Positioned it as a fashion brand so continuous


    changes was possible.
    § Entering into variety of products.
    § Managed brand fatigue by continuous
    innovation.
    % ! 6 "%  " 17| 8

    § The expressionless face


    § Eye catchy
    § Harmless
    § Cuteness
    § Use of basic colour
    Question No. 2
    § Sanrios made extensive use of licensing
    agreements to popularize Hello Kitty
    worldwide. Comment on Sanrio͛s licensing
    strategy. Do you think excessive might dilute
    the Hello Kitty brand in future? Do you think
    Hello Kitty can pair up well with luxury
    brands?
    -"  #  #

    § Allowed licensing to a wide variety of products


    including luxurious product.
    § They didn͛t allow Alcohol ,tobacco and
    firearms to use ͞Hello Kitty͟.
    § But they didn͛t stop producing their own
    products.
    Question No. 3
    § Comment on Sanrio͛s decision to increase its
    focus on the overseas market. Do you think
    that the company is making a mistake in
    neglecting its main markets viz. Japan and the
    Southeast Asian market, in favor of western
    markets?
    More innovative places where it can be used?

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