Authors:

Rachna Gandhi, Dimple Ranglani, Izma Mansuri, Aarti Chudasma Chudasma, Mahek Unadkat

Abstract:

Branding has always been one of the most important activities that can help products and services earn their due prominence in the marketing battlefield. While different brand elements like brand name, logo, slogan, jingle and taglines have always been largely discussed, in the modern times, brand mascots have become popular due to its fun and likeability element. This paper investigates brand mascot from both theoretical and conceptual standpoint. The goal of this study is to help understand the relevance of brand mascots in current times and the undisputed relationship it has with enhancing the brand recognition. This study digs deeper into the underlying concepts related to brand mascots and provides fascinating insights into the relationship of fictitious characters on branding both nationally and internationally. Brand fandom, according to our research, is a new form of marketing strategy. This research has also added to our understanding of integrated marketing communication and identification theory.

Keywords:

Branding , Brand , TOMA , Brand mascot , Brand recognition  

Vol & Issue:

VOL.14, ISSUE No.Special Issue 1, january 2022