Who is your mascot?

          Yesterday I got to the point where I finally had to go grocery shopping. I am not a fan of it because of all the options and alternatives available now. As a kid the only good thing about grocery shopping was that mom let my brother and I pick our own cereals. Years later as I went down the cereal aisle, I had a very different perspective. As a marketing student I picked up on all the different cereal brands. Each brand name fill the aisle including Captain Crunch, Foot Loops, Lucky Charms, and more. Each brand name has been able to create a brand personality. Brand personality can be defined as "a set of traits people attribute to a product as if it were a person (Solomon, White and Dahl 2013). This helps consumer put a favourable face to the brand, increase brand loyalty and valuable recognition (Solomon, White and Dahl 2013). Why are people paying almost double for Foot Loops versus the no name brand? It is because of this develop brand personality and brand equity. Below are just a few examples of some brand personality that have been popular for years.
                                    

            I believe companies must be very strategic in choosing there brand personalities. It must correlate to their product offerings and incorporate a memorable impression. Research has shown that their are five main categories for brand personalities (Solomon, White and Dahl 2013). I think it is important for brands to understand where they want to position themselves in the market. For example, Duck Commander has been excellent in the ruggedness dimension and has successful integrated their product offering with packaging and adverting. It is a hunting company that provided a large portfolio of hunting accessories.


Source: http://business-fundas.com/2011/brand-personality-dimensions

            In addition to brand personality, something I find very creative is the use of animism in marketing. Some of the most successful brands have been able to use their marketing tactics to their advantage. For example, Ronald McDonald represents McDonald's and it recognizable around the world. I think having brand mascots help increase brand recognition and helps create a sense of brand loyalty. One of my favourite childhood brand mascots is Tony the Tiger who helps represent Frosted Flakes. I think it creates a more personal connection and helps increase the overall brand equity.

            What are the most memorable brand mascots to you? Do you think all companies should use animism?  Who is your favourite brand mascot?


References
Solomon, Michael, Katherine White, and Darren W. Dahl. 2013. Consumer Behaviour: Buying, Having, Being Sixth Edition. Canada : Pearson.


Kar, Arpan. 2006. Brand Personality Dimensions. June . Accessed October 2014. http://business-fundas.com/2011/brand-personality-dimensions/