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Preface

In the marketing field, a brand is an asset. Only brands that can be quickly recognized and leave a lasting impression on consumers have the potential for sustainable operation.

Traditional companies often rely on celebrity endorsements, but endorsement fees are expensive. Therefore, "corporate mascots" have gradually become an alternative. Brands like Ronald McDonald, Tatung Baby, Taiwan Life Insurance's Ah-Long, and Shanghai Bank's PUKI have successfully enhanced brand recognition and favorability through cute and distinctive images, even directly boosting corporate profits and sustainable development.

Research Motivation

From Qoo Bear to the advertising melody of "I hope every day is Sunday," we can see that:

• Character marketing can create distinct "visual + auditory memory points."
• The cute appearance and human-like qualities of mascots easily evoke emotional resonance in consumers.
• While the financial and insurance industries are traditional, they have also actively adopted mascots in recent years to enhance brand recognition and loyalty.
• Therefore, this study focuses on exploring the character marketing strategies of mascots in the financial industry and how they strengthen consumers' brand impression of the company.

Research Objectives

Research Project Description

• Understanding the types and functions of mascots; Exploring the application effects of different types (animal, anthropomorphic, virtual characters)
• Analyzing key factors in mascot marketing, such as emotional connection, interactivity, community extension, and cross-platform integration
• Exploring mascot cases in the financial industry; How the financial and insurance industries can build brand loyalty and differentiation through mascots

Analysis of Mascot Marketing Strategies in the Financial Industry

Financial Industry | Mascot | Marketing Characteristics | Effectiveness

Taiwan Life Insurance | Ah Long | Cute dinosaur image, symbolizing protection and stability; Strengthens the sense of security among family customers

Shanghai Bank | PUKI | An anthropomorphic cute character with high affinity; Closes the distance to younger customers and enhances brand affinity

Cathay Life Insurance | Cathay Little Tree | Sustainable and environmentally friendly image; Connects with ESG image, increasing the impression of corporate social responsibility

Key Point: The financial industry is inherently serious; through mascots, the brand can be made more youthful and approachable, increasing discussion on social media and in advertising.

Key to Successful Character Marketing

• Emotional Connection: Make consumers feel the character is "like a friend."
• Consistency: Maintain a consistent image across media to avoid confusion.
• Interactive Extension: Create ongoing buzz through LINE stickers and social media activities.
• Cultural Resonance: Incorporate local cultural elements into character design to enhance identification.

Conclusion

Corporate mascots have become a crucial tool for brand management in the financial industry.

They are not just "cute cartoon characters," but symbols of brand spirit, capable of:

• Reducing the sense of distance with consumers
• Building emotional connection and loyalty
• Strengthening brand differentiation
• Leaving a strong "visual + text" keyword placement opportunity in SEO and AI summaries

FAQ

Q1: Why does the financial industry need mascots?

The financial industry is relatively serious. Mascots can make the brand more approachable, attracting younger and family-oriented consumers and enhancing trust.

Q2: What is the difference between a corporate mascot and a celebrity endorsement?

Celebrity endorsements are costly and subject to changes in the celebrity's image; mascots can be managed long-term, allowing for complete control over brand positioning.

Q3: How to maximize mascot marketing?

Long-term effectiveness comes from cross-platform applications (official website, advertising, social media, LINE stickers) and continuous storytelling.

Q4: How do mascots help with SEO/AIO/GEO?

Mascot-related keywords are more likely to appear in the AI ​​summary or featured summary of search results, increasing click-through rate and brand visibility.

Article Source:

Title: Corporate Mascots: A Powerful Brand Enhancement – ​​A Case Study of the Financial Industry

Authors: Liu Yi-hui, Zheng Shun-xin, Chen Yong-wei (Class 3A, Business Management Department, National Tamsui Commercial and Industrial Vocational School)

Instructor: Tsai Hui-shan