A mascot – which is defined as any person, animal or identifiable object that is visually used to represent something, can help to bring recognition to a brand identity. As they are also able to help distinguish between competitors and strike an emotional connection with consumers, you could argue that a brand mascot is just as powerful as a logo.
You will notice that most brands that have a mascot will often include them in the official logo artwork. The majority of brand mascots are fictional characters, often drawn in a cartoon style, which therefore creates a fun appearance and helps children to form relationships with their favourite brands. These early choices are often the result of mascots being the focal points of an advertising campaign. It’s argued that children as young as 3 years old are able to identify the character of a certain fast-food chain, amongst other global brands. Through the power of nostalgia, brand loyalty formed at an early age can last a lifetime.
Let’s test to see how powerful the usage of mascots within branding is by seeing how many of the mascots and the brands that they represent you can name from the list below; they get harder as the list goes on:
[spoiler]1. Ronald Mcdonald – McDonalds
2. Jolly Green Giant – Green Giant
3. Jeeves – Ask Jeeves
4. Michelin Man – Michelin
5. Tony the Tiger – Kellog’s Frosted Flakes
6. Mr. Peanut – Planters
7. Pillsbury Doughboy – The Pillsbury Company
8. Kool-Aid Man – Kool-Aid
9. Chester Cheetah – Cheetos
10. Mr. Clean – Mr. Clean
11. Cap’n Crunch – Cap’n Crunch
12. Mr. Pringle – Pringles
13. Fido – 7up
14. Rich Uncle Pennybags – Monopoly
15. Nesquik Bunny (a.k.a. Quiky) – Nesquik
16. Charlie the Tuna – Starkist Tuna
17. Smokey Bear – Unites States Forest Service
18. Hello Kitty – Hello Kitty
19. Elsie the Cow – Bordern Dairy Products
20. Reddy Kilowatt – Electric Company
21. Windy – Zippo[/spoiler]
