The Effect of Mascot towards Evaluation of Brand Awareness

Cheng, Tze Hang (2020) The Effect of Mascot towards Evaluation of Brand Awareness. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The research attempt to study the effect of mascot towards evaluation of brand awareness. The researcher scouted information surrounding two objectives which include the importance of brand mascot in enhancing brand awareness and also to explore the possibilities and potential of brand mascot in marketing. Throughout the research, the researcher gathered information, knowledge and valuable opinions from experts in field before proceeding to design a mascot rebrand for a targeted brand. Through visuals, the researcher acts as a designer to explore and also construct a brand mascot from gathered information followed by a series of design process. The scope of this research is to define the effectiveness of brand mascot towards evaluation of people on brand awareness. The researcher has conducted a total of two case studies for in depth understanding towards the research objectives. The researcher had the privilege to interview Mr. Gavin South, Glenn The Cat mascot creator, GilfGavin Instagram account’s owner and also Mr. Khor Deng Jie, branding expert with 6 years of working experience as art director of a marketing consultant firm, The Adverts Venture. The researcher has also selected some references journal and their contents for analytical purposes of reference. Some of the information were cited throughout the thesis as reference and also guidance throughout the research.