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Case
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Reference no. 514-129-1
Subject category: Marketing
Authors: Vijay Kumar Tangirala (Bennett, Coleman & Co. Ltd.); Nagendra V Chowdary (Bennett, Coleman & Co. Ltd.)
Published in: 2014

Abstract

This case study enables a discussion on how mascots can be deployed for effective brand positioning. Air India’s mascot indicated the royal treatment that customers would receive or experience on board. Amul Butter’s mascot, through the ads featuring it, gave the message that the brand cared about the issues affecting Indians. Asian Paints’s mascot helped the company to be etched in the minds of consumers at large. Onida’s mascot drove home the point that the Onida television was a valuable possession that would be envied by others. McDonald’s mascot indicated the fun that one could have at the company’s restaurants. The mascot of Kellogg’s frosted flakes brand indicated the energy obtained by consuming the food. How did entities such as Air India, Amul, McDonald’s and Kellogg Company ensure that the afore mentioned mascots continued to serve their brands? What could companies such as Asian Paints and Mirc Electronics (the owner of the Onida brand) have done to prevent their mascots from being phased out?
Location:
Other setting(s):
2014

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Abstract

This case study enables a discussion on how mascots can be deployed for effective brand positioning. Air India’s mascot indicated the royal treatment that customers would receive or experience on board. Amul Butter’s mascot, through the ads featuring it, gave the message that the brand cared about the issues affecting Indians. Asian Paints’s mascot helped the company to be etched in the minds of consumers at large. Onida’s mascot drove home the point that the Onida television was a valuable possession that would be envied by others. McDonald’s mascot indicated the fun that one could have at the company’s restaurants. The mascot of Kellogg’s frosted flakes brand indicated the energy obtained by consuming the food. How did entities such as Air India, Amul, McDonald’s and Kellogg Company ensure that the afore mentioned mascots continued to serve their brands? What could companies such as Asian Paints and Mirc Electronics (the owner of the Onida brand) have done to prevent their mascots from being phased out?

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Location:
Other setting(s):
2014

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