Brand Mascots

And Other Marketing Animals
Herausgeber: Brown, Stephen

• Broschiertes Buch

Produktbeschreibung

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots' standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world - here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds - the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 322
• Erscheinungstermin: 29. Juli 2015
• Englisch
• Abmessung: 234mm x 156mm x 17mm
• Gewicht: 491g
• ISBN-13: 9781138825079
• ISBN-10: 1138825077
• Artikelnr.: 43551220

Autorenporträt

Stephen Brown is Professor of Marketing Research at the University of Ulster, Northern Ireland. Sharon Ponsonby-McCabe is a lecturer in marketing communication at the University of Ulster, Northern Ireland

Inhaltsangabe

1. Introduction - Mascot Mania: Monkeys, Meerkats, Martians and More (
Stephen Brown) Part I: Man 2. Objectification and Anthropomorphism of the
Self: Self as Brand, Self as Avatar (Russell Belk) 3. 'What are You Looking
at, Ya Hockey Puck?!': Anthropomorphising Brand Relationships in the Toy
Story Trilogy (Clinton D. Lanier, Jr., Aubrey R. Fowler III and C. Scott
Rader) 4. Cross Domain Perceptual Realities and Mickey Mouse (Mark Avis) 5.
Morris the Cat, or the Wolf-man on the Upper West Side: Animal Metaphors
and Me (Morris B. Holbrook) Part II: Beast 6.Feline Fetish and Marketplace
Animism (Yuko Minowa) 7. Boudoirs, Cowdillacs and Rotolactors: A Salutary
Tale of Elsie the Brand Mascot (Lorna Stevens, Pauline Maclaran and Matthew
Kearney) 8. Peppa Piggy in the Middle of Marketers and Mashup Makers: A
Netnography of Absurd Animation on YouTube (Catherine Wilkinson and Anthony
Patterson) 9. Anthropomorphic Brand Presenters: The Appeal of Frank the
Sheep (Alan Pomering and Maria Frostling-Henningsson) Part III: Wild 10.
Spokes-Characters: Assurance, Insurance and Advice for Marketers (Barbara
J. Phillips) 11. Schmoozy Fox: Standing Out from the Pack (Olga Slavkina
and Adriana Campelo) 12. Only you can Prevent Brand Burnout: Cultural
Branding and the Case of Smokey Bear (Diane M. Martin, Connie Bullis, Jack
Tillotson and John W. Schouten) 13. Shooting the Elephant: Mascots and Me (
Modesty Forbids) Part IV: Cazy 14. Anthropogenic Anthropopathous
Anthropomorphic USPTO Trademarks: The Plant People Phenomenon Model of
Anthropomorphism (Beth Duffy) 15. He Who Must Not be Named: An Exploratory
Study of Demonic Narratives in Contemporary Brands (Robin Croft) 16. The
Smiling Faces of Capital and the Three Vortices of Hell (James Freund) 17.
Coats of Arms: The Role of Animal Emblems in Contemporary Luxury and
Fashion Industry (Marie-Cécile Cervellon) 18. Conclusion - The Cosmic
Serpent Surrounds Us: Future Directions in Mascot Marketing (Sharon
Ponsonby-McCabe)