Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty. / Hosany, Sameer; Prayag, Girish; Martin, Drew; Lee, Wai-Yee.

In: Journal of Marketing Management, Vol. 29, No. 1-2, 2013, p. 48-68.

Research output: Contribution to journalArticlepeer-review



Brand characters are ubiquitous in marketing. Previous studies establish their relevance in advertising. Surprisingly, little research exists on how to build and sustain brand characters. Adopting a case-study approach, this paper explores the brand management strategies of Sanrio's iconic character Hello Kitty, a cat epitomising cuteness and innocence. Findings indicate that eight tactics help to build and sustain the Hello Kitty brand: keep it simple, character licensing, third-party collaboration, capitalising on nostalgia, product-line extensions, brand extensions, sustaining consumer interests, and harnessing technology. The paper also identifies some challenges facing Hello Kitty.
Original languageEnglish
Pages (from-to)48-68
Number of pages21
JournalJournal of Marketing Management
Issue number1-2
Publication statusPublished - 2013
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 9652887