The Magic of Brand Characters
With Maharaja, considered by many as the first mascot for an Indian brand, Air India dominated the Indian advertising scene in the 1940’s, giving a huge flip to the industry following which the brand characters started mushrooming in India. Having a long and important history in marketing, these characteristics have been defining distinct personalities to brands allowing them to create a differentiation in the minds of their consumers. (Inkhorn is one of the leading brand building company Delhi NCR).
Be it the Amul girl created in 1967 for advertisement and sales promotion that sometime undergoes the test of time with its controversial one liners or the Vodafone Zoozoo that created an immediate buzz in the telecom marketing segment.
Be it the Amul girl created in 1967 for advertisement and sales promotion that sometime undergoes the test of time with its controversial one liners or the Vodafone Zoozoo that created an immediate buzz in the telecom marketing segment, the Ronalds of McDonalds that literally skyrocketed sales or the Colonel Harland David Sanders of KFC which itself resonates the brand standalone, these characters have been representing and shall continue to represent a special type of brand symbol-one with human symbol which in turn enhances the fun part and increase likability tagging the brand more interesting.
The emotional connect never fails when it comes to the consumer connect and these characters do just that. Since consumers can more easily form relationships with a brand having a human character or a similar essence attached to it, these characters help brand to break through the clutter and deliver the communication directly in a soft-sell manner. The success of big happy meal at McDonalds with the Ronald toy and Zoozoo creating more brand recall than ever for Vodafone are two of the many concrete examples of how brand characters do the magic trick for the brands. The online popularity and effectiveness of brand characters was demonstrated by a research study revealing that Pillsbury Doughboy garners ten times the social media buzz for the Pillsbury brand than as NBA LeBron James did for his Nike sponsor. With the growing digital world and more and more brands entering the market, brand characters will play an increasingly important role to shape the brand’s personality and facilitate consumer interactions, effectiveness and creating a distinction amid the crowded market. (If brand building is on your mind, then get in touch with us as we are one of the best brand building company Delhi NCR).
