Marketing Of Brand Mascot In Jinjiang

A few days ago, at the BAGE fashion conference, 2011Q4/2012Q1 (BAGE), known as the "king of shoe shoes", unveiled the mysterious and lovely mascot - "board boy" for the first time.
Coincidentally, in Cloth shoes On the market, the brand of Jinjiang Yuantong Shoes Co., Ltd. has launched several new and lively "cloth cups" and "cloth entanglements" chat expressions, which have been popular in various campus and fashion forums. fashion Trend. The spread of cloth cups and cloth entanglements is intertwined with the foot shoe culture.
The industry believes that the brand mascot should not only assume the basic mission of increasing the recognition of information more clearly for the brand. brand Mascot culture needs to be constantly accumulated in brand promotion so as to link the brand mascot with the corporate image.

Extend brand mascot to products

If you are tired of tusky's unique expression, you can also see visual fatigue in the pleasing and pleasing nature of the monkeys. Now, the popular expression of "cloth cups and cloth entanglements" in the popular network may make you rejoice in chatting. A few days ago, several groups of novelty and lively chatting expressions of "cloth cups and cloth entanglements" were popular in various campus and fashion forums, which caused fashionable netizens to rush to download at the first time and set off a new trend of cultural fashion. This is a marketing whirlwind of network and brand culture.
It is understood that this popular trend of expression of concern, the end of 2010, Ashikagashita To, "cloth Cup", "cloth entanglements" cartoon works network concentration, Q friends original award winning expression. In the stage of expression solicitation and selection, it has attracted millions of netizens' attention, and now the works are coming out, attracting more and more netizens.
"We will not only promote this brand mascot on the Internet, but also make some toys and other peripheral products, so that the brand mascot will interact with consumers online. We are still doing the cartoon expression that belongs to our brand like QQ expression, so that young people love our mascot and love our brand. " Li Huawei, general manager of Jinjiang Yuantong shoe industry Co., Ltd., said his thoughts.
In fact, the first public appearance of the "mascot" mascot is just the first step to create a young, active and fashionable image of BAGE. The next step is to develop a dynamic mascot expression on the basis of "board". This expression will be used to display the youthful flavor of the BAGE (BAGE) brand in all directions. At present, BAGE (starlings) has developed a dozen interesting expressions.
It has been revealed that the next step of BAGE's planning is to express the image and expression of the board in the product. BAGE (eight elder brother) tide play series, cowboy series, city series, campus series and leisure series will mark the expression of the expression. In the near future, when you walk on the street, you will find that the original board shoes are also expressive, and wear the BAGE (starlings) table. Love board shoes, using the dynamic expression of the board, chatting online is also a very interesting thing. By increasing the brand logo to deepen brand image, this may be their real intention of opening facial expression marketing.

Promoting brand culture by mascot

Following the launch of the collection of "comic cups and cloth entanglements" comics, in the Renren net, Baidu post bar, Tianya and other major websites and forums, the expressions extended by the "cloth cups and cloth entanglements" comic books have won high hits. Nowadays, the number of clicks and downloads per week is over one million.
According to Li Huawei, his original idea is to add a bit of brand logo to the foot. As the Olympic mascot, we can see that every Olympic mascot can remember the Olympic Games. Why don't we create a mascot for consumers to remember faster?
"Although it takes a long time, we still try to do it. In my opinion, this is not only for brand promotion, but also for accumulation and matting of cultural promotion. " Li Huawei told reporters.
Of course, the promotion mode of "brand mascot + Internet communication" will be different from the "star endorsement + TV advertising" mode of the domestic shoes and clothing brand homogenization, or it will become a model of Jinjiang BRAND trying to express expression marketing.
CEO Ding Junxian, a starling (China) Co. Ltd., said that the new promotion mode is not just advertising, but also a systematic project. For the footwear market, apart from brand positioning and brand image, the culture accumulated by precipitation is very important. "We have been making this brand mascot, whether online or offline, to perfect its" character "and make it a young friend. We have always regarded this mode as a kind of culture promotion, and brand culture can only be thin and thick.
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