Researching Mascot of Brand Identity - A Case Study of Kewpie Mayonnaise

• Main Authors: Wan-Ju Lee, 李宛如
• Other Authors: 李貴連
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ad93nv

碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 104 === Recently, the globalization of consumption environment and the continuous acceleration of competition in the market lead to changes in the rules of commercial market. It has become prevalent that enterprises begin to build the brand by storytelling that appeals consumers via mascots, apart from implementing the marketing strategies that convey the brand philosophy through product sales, in attempt to draw attention from the consumers. The mascots must be able to continue communicating the brand spirit and vision with the consumers following the evolution of time and carriers, so that consumers become their supporters of recognition, thereby produce brand loyalty and guidance. Brand identity is a method for the consumers to acquaint with the brand while image and packaging play the role of contacting and communication with consumers on the frontline channels. The study proposes the marketing strategy using mascots as the basis to analyze brand image and package design, thereby revealing how mascots utilize aesthetics of design and the media to control merchandise marketing through brand identity, creating attention and memory for consumers to perceive product strength. The study adopts textual analysis and case study that investigates the triangular relationship between brand image and package design which is presented by the mascots and the brand identity through textual analysis. It is known that the application of mascots consists of four functions in brand image: Fast communication of brand spirit with consumers, role shaping easily associated with brand personality, mascot configuration can help design brand positioning, and mascots soften the framework of commercial sales through carriers. The role and function of mascot applied in package design includes: Introductory, Endorsement, Party-Time, and Family roles while the study takes Kewpie Corporation as the object of analysis. Through the approach of case study, the study analyzes the corporate mascot, Kewpie, from the aspects of brand image and package design to carry out discovery and research, thereby sorting out the evolution process of Kewpie as the mascot and concluding the key to corporate’s consideration of mascot as identification. The operations of brand are analyzed as follows: 1. The role of Kewpie establishes friendship between people and the brand. 2. The role of Kewpie turns the brand into assets. 3. The role of Kewpie becomes marketing consciousness on the package. 4. The role of Kewpie becomes the barrier for competitors on the aspect of package, which proves the way this 90-year-old Japanese national brand becomes the world’s famous enterprise through the mascot.