What is Character Branding?

CHARACTER BRANDING
In the simplest terms, character branding is using a character to identify a product or a business. The character becomes the spokesman for the company and represents the brand. Can you name the Planters spokesman? If you thought Mr. Peanut, you are right and you know what character branding is and that it works.

Character branding became so popular in the early years of advertising that in 1962 Cap'n Crunch was created first and the cereal came later. How's that for character branding?

Brand characters can be cartoon, 3D animated or costumed mascots. Some companies use a combination of all three with the same character.

WHY USE CHARACTER BRANDING?
Companies use character branding because of it's popularity. People can identify with fun, cute and memorable characters. Cartoon characters also lend themselves to additional streams of revenue. Licensing characters from a moive can make almost as much money as the movie itself. Cha-ching!

More on cartoon branding on the way...