WHY IS BRAND MASCOT MARKETING IMPORTANT IN CHINA?
In China, using ‘ke-ai’ (Mandarin for ‘cute’) characters and cartoons to deliver messages is extremely common, and far more acceptable to the adult audience. According to Ipsos, a global market research specialist, Mascots are 5 times more effective than logos for customers’ brand linkage and recall.
China alone accounted for more than half of global trademark filing activity. China’s IP bureau received about 7.8 million trademark applications, representing a 6.4% increase compared to 2019. China is now the fifth largest licensing market in the world. Global sales revenue generated by licensed merchandise and services grew to $292.8 billion in 2019 compared to $280.3 billion for 2018.
Benoit Raoult, from Duhno Marketing in Shanghai, specializes in marketing brand mascots, and has worked with clients including Warner Brothers-owned Tzuski and Loacker. "After years working with Brand owners, P&L owners and marketing managers in China, we noticed that it was important to share some methodology to a larger public and promote the power of mascots."
Duhno and Floob Creative have co-published a free guide that we created for our partners and clients entitled "The Ultimate Mascot Marketing Guide for China". In it, we describe how to:
Define your mascot strategy
Design your own mascot
Utilize your mascot in daily marketing
License your brand mascot
It's available for download at http://lp.duhno.com/ultimatemascotsguide