吉祥物應用於品牌識別之研究-以Kewpie美乃滋為例

Researching Mascot of Brand Identity - A Case Study of Kewpie Mayonnaise

李宛如(Wan-Ju Lee)

指導教授 ： 李貴連

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2016年)

摘要

近年來隨著消費環境的全球化、市場環境競爭不斷加速，使得商業市場的遊戲規則也隨之產生變化；為了吸引消費族群的目光，企業除了販售商品傳達品牌精神的行銷策略外，紛紛轉投向讓吉祥物替企業向消費者訴說品牌故事的推廣方式，並逐漸成為一門風氣。吉祥物必須能隨著時代與載體的演變，持續與消費者溝通品牌精神願景，使消費者成為認同的支持者，並產生品牌忠誠與吸引。品牌識別是讓消費者認識品牌的方式，形象與包裝是站在前線通路與消費者進行接觸溝通的角色，本研究提出以吉祥物為本位，依品牌形象與包裝設計的路徑探討，堆砌出吉祥物如何透過品牌識別，利用美學設計與媒介鋪陳操控商品行銷，創造消費者注目與記憶，使消費者感受到商品力道。

本研究採文本分析法與個案研究法：透過文本分析法，探討吉祥物在品牌形象與包裝設計路徑上，呈現出與品牌識別的三角關係，得知吉祥物應用在品牌形象的四種功能：快速向消費者溝通品牌精神、角色塑造易聯想到品牌個性、吉祥物設定可幫助擘劃品牌定位、吉祥物透過載體軟化商業銷售框架。以及吉祥物應用在包裝設計上的角色作用：引薦式、背書式、兼職式、家族式等角色功能。接著透過個案研究方法，以Kewpie美乃滋株式會社為探討對象，將企業的吉祥物Kewpie，套入品牌形象與包裝設計的路徑進行發現與研究，整理出Kewpie吉祥物角色造型的演變歷程，以及歸納出企業將吉祥物視為識別的軸心，在操作品牌上得出：1. Kewpie角色讓人和品牌建立友誼。2. Kewpie角色讓品牌成為資產。3. Kewpie角色於包裝上成為行銷意識。4.Kewpie角色於包裝上成為競爭者障礙等結果，辯證了這個日本90年的國民品牌，如何透過吉祥物成為世界知名企業。

關鍵字

吉祥物 ； 品牌識別 ； 品牌形象 ； 包裝設計

並列摘要

Recently, the globalization of consumption environment and the continuous acceleration of competition in the market lead to changes in the rules of commercial market. It has become prevalent that enterprises begin to build the brand by storytelling that appeals consumers via mascots, apart from implementing the marketing strategies that convey the brand philosophy through product sales, in attempt to draw attention from the consumers. The mascots must be able to continue communicating the brand spirit and vision with the consumers following the evolution of time and carriers, so that consumers become their supporters of recognition, thereby produce brand loyalty and guidance. Brand identity is a method for the consumers to acquaint with the brand while image and packaging play the role of contacting and communication with consumers on the frontline channels. The study proposes the marketing strategy using mascots as the basis to analyze brand image and package design, thereby revealing how mascots utilize aesthetics of design and the media to control merchandise marketing through brand identity, creating attention and memory for consumers to perceive product strength.

The study adopts textual analysis and case study that investigates the triangular relationship between brand image and package design which is presented by the mascots and the brand identity through textual analysis. It is known that the application of mascots consists of four functions in brand image: Fast communication of brand spirit with consumers, role shaping easily associated with brand personality, mascot configuration can help design brand positioning, and mascots soften the framework of commercial sales through carriers. The role and function of mascot applied in package design includes: Introductory, Endorsement, Party-Time, and Family roles while the study takes Kewpie Corporation as the object of analysis. Through the approach of case study, the study analyzes the corporate mascot, Kewpie, from the aspects of brand image and package design to carry out discovery and research, thereby sorting out the evolution process of Kewpie as the mascot and concluding the key to corporate’s consideration of mascot as identification. The operations of brand are analyzed as follows:
1. The role of Kewpie establishes friendship between people and the brand.
2. The role of Kewpie turns the brand into assets.
3. The role of Kewpie becomes marketing consciousness on the package.
4. The role of Kewpie becomes the barrier for competitors on the aspect of
package, which proves the way this 90-year-old Japanese national brand
becomes the world’s famous enterprise through the mascot.

並列關鍵字

mascot ； brand identity ； brand image ； package design

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