A carregar...
Publicação
Um Bongo and sport: how can a brand communicate through its mascots
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 676.56 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The aim of this study is to analyze if young children (5 to 9 years old) are more aware and have
more knowledge of brands that use mascots to communicate their products compared with brands
that do not use mascots. Trade characters are useful to create awareness, and consumers that are
able to establish empathy with a mascot will also have preference for the product with which the
mascot is associated.
The brand in which this study will be focused is Um Bongo. Also, this study will try to ensure that
Um Bongo contains the essential components that every children need to practice Sport or any
Physical Activity and that Um Bongo can create an incentive within its target to practice sport.
Brand mascots also have the capability to be a symbol of the main attributes of a product and to
communicate key product benefits of the product, like for example an association with sport.
A specific type of Qualitative Research, Focus Group Analysis was performed with a sample of 30
children, with the objective of gathering information about the brand image of Um Bongo,
awareness of brands and also the importance of sports in creating value for Um Bongo.
The results suggest that the use of mascots provide more awareness for a brand, within young
children. Moreover, the association with any sport or physical activity may also ensure an increase
in the affective values for a given brand, although ethical concerns have to be used in the evaluation
of using such claims, namely by checking if the product is nutritionally suitable to be consumed in
sports occasions.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Children Mascots Um Bongo Sport