BRAND MASCOTS

Pankaj Goyal Divyesh 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 doesnt hold true. - Amit Jatia
Managing Director - McDonalds (Western India).

BRAND AMBASSADORS V/s BRAND MASCOT

Brand Ambassadors create reliability towards the brand.

Brand Ambassador doesnt 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 179

DIVYESH VAITHY 177 PANKAJ GOYAL 180