Brands and their pets for a relational branding that humanizes

• DOI: 10.22533/at.ed.2163232311098

• Palavras-chave: Relational branding, brand loyalty, corporate mascot, brand humanization.

• Keywords: Relational branding, brand loyalty, corporate mascot, brand humanization.

• Abstract:

  In search of activating emotions in their audiences, brands report evidence from the last century, even before the currents of relational branding, an area that is responsible for generating affective exchanges with consumer companies. As an example, the case of Michelin with his character of tires that swallowed all kinds of glass and nails (1898). The history of pets has been building a marketing tactic of empathy with audiences. The opportunity for the humanization of brands seems to have been a great success, as in the case of Michellin and Dr. Simi, which has even had an impact on the entertainment industry. However, in other cases it becomes a difficult challenge to overcome, as has been the case with M&M'S where the conflict exceeds the limits of the strategy. Finally, brands must consider the following trends when designing their corporate mascot strategy: audiences are no longer passive, loyalty is not only to the brand but to extensions such as corporate mascots, audiences change but at the Sometimes they are not so willing to change.