The document discusses brand mascots and updating Betty Crocker as a mascot. It notes that brand mascots evoke powerful memories and provide a human connection to the brand. While Betty Crocker has been the mascot for General Mills for over 75 years, her image has been updated over time to be more contemporary and culturally relevant. The document outlines Betty Crocker's history and transformations, and argues that giving her a social media presence and continuing to refresh her image can increase brand equity for General Mills.

1. UPDATING BETTY CROCKER
Brand Management
Dr. Soumyakant Das, PGP30284
IIM Lucknow

2. BRAND MASCOTS
EVOKE POWERFUL
MEMORIES THAT
CAN STICK WITH
YOU FOR A
LIFETIME
BRAND
MASCOTS
ARE LINKED
TO BRAND
STRATEGY
THERE’S
SOMETHING
DELIGHTFUL
ABOUT BRAND
MASCOTS
BRAND MASCOT’S
CREDIBILITY
ENDORSES THEIR
PRODUCTS AND
MAKES THEM MORE
APPEALING
BRAND MASCOTS
PROVIDE A
HUMAN FACE
THAT WE CAN
PERSONALLY
CONNECT WITH
THEY PROVIDE
A CHARACTER
THAT WE
KNOW, LIKE,
AND TRUST

3. Mascot Magic. Personifying Your Brand.
Memorability
Aesthetic
satisfaction
Visual
marking
Stylisti
c
support
Recognizability Personalization

4. WORLD
FAMOUS
BRAND
MASCOTS

5. CHILDREN
AND YOUTH
MORE
ATTRACTED
TO
MASCOTS
MASCOTS
ARE
UPDATED
AND
MADE
RELEVANT
TO TIMES
THE FOOD
&
BEVERAGE
INDUSTRY
IS HEAVY
INTO
MASCOTS
PEOPLE
DEVELOP
EMOTIONAL
BONDS WITH
THE
CHARACTERS

6. INDIAN
BRAND
MASCOTS

7. BETTY CROCKER MAKEOVER
1921 – WASHBURN
CROSBY COMPANY
CREATES BETTY
1928 – BETTY
CROCKER COOKING
SCHOOL OF THE AIR
GENERAL MILLS
GIVES OWN
VOICE, OWN
SIGNATURE

8. ONE
ADVANTAGE
OF
CHARACTERS –
THEY CAN BE
TIMELESS
ALTHOUGH
BETTY
CROCKER IS
OVER 75 YEARS
OLD, SHE STILL
LOOKS 35

9. No wonder she
was named
most popular
American
woman by
Fortune in 1945
the "warm
and friendly"
face of the
company to an
American
icon
Latest image of
"Betty Crocker",
a more culturally
and multi-
racially
relevant
image

10. PRIOR
TO
1986
HONEST
BAKING
SPECIALIST
OUT OF
DATE
OLD AND
TRADITIONAL
FRIENDLY

11. POST
1986CONTEMPORARY
FASHIONABL
E
ATTRACTIVE APPEALING
INNOVATIVE

12. ALTHOUGH BETTY
CROCKER NAME IS ON 200
OR SO PRODUCTS, HER
VISUAL IMAGE HAS BEEN
LARGELY REPLACED BY
THE RED SPOON SYMBOL
AND SIGNATURE ON
PACKET FONTS
AND SHE APPEARS
ONLY ON
COOKBOOKS,
ADVERTISING AND
ONLINE

13. SHE HAS 1.5
MILLION
FACEBOOK
FRIENDS

14. A TRENDY
TWITTER
HANDLE TO
CONNECT
WITH FANS
A MOBILE APP
DOWNLOADED
BY MILLIONS

15. 5 Ways to Create Brand Mascot Content That
Doesn’t Suck
2. Have a Sense
of Humor and
Sport a
Unique
Personality
3. Engage
with Fans
4. Create a
Content Theme
or Hashtag
That Users Can
Get Into
1. Share User-
Generated
Content
5. Honein on
What PeopleLove
about Your
Product

16. How Effective Are Brand Mascots?
According to
one study,
they’re more
effective than
celebrities
BRANDS, USING A
BRAND MASCOT
BOOSTS SHAREABILITY
SIGNIFICANTLY WHEN
COMPARED TO NON-
CHARACTER VISUAL
CONTENT
BRAND MASCOTS,
ON AVERAGE,
CONTRIBUTED TO A
MUCH HIGHER
PERCENTAGE OF
THAT BRAND’S BUZZ
ON SOCIAL MEDIA
brand
mascots
contribute
to higher
rates of
Facebook
shares
FOR EXAMPLE, THE
CHARMIN BEARS
CONTRIBUTED TO
585% MORE SHARES,
TONY THE TIGER LED
TO 279% MORE
SHARE

17. CAN DAMPEN
BRAND
AWARENESS
CAN
DOMINATE
OTHER BRAND
ELEMENTS
OVEREXPOSURE
AND BE
OUTDATED
BE
CULTURALLY
SPECIFIC
SOME CHARACTERS CAN….

18. ADVANTAGE OF
FICTITIOUS
CHARACTER IS THAT
THEIR APPEAL CAN
BE MORE ENDURING
THE ANIMATED
CHARACTER CAN
BE TIMELESS THAN
THAT OF REAL
PEOPLE
BETTY CROCKER
NEW AVATAR IS
DUE SOON
BRAND EXTENSIONS
AND MARKET SHARE
ARE RESULTS OF
THE ICONIC
IMPRINTS
SOCIAL MEDIA
LEVERAGE CAN
INCREASE THE BRAND
EQUITY
EXPONENTIALLY
A MORE
GLAMOROUS YET
ASTUTE ICON
AWAITS

19. PRESENT : Betty Crocker Comes
Out In Support Of Gay Families!

20. Balance Creative and Strategic
Thinking to Create Great Characters
• DON’T BE A SHILL
• CREATE A LIFE
• MAKE CHARACTERS VULNERABLE
• IMAGINE THE LONG RUN
• DON’T ASK TOO MUCH

21. THIS PRESENTATION HAS BEEN PREPARED IN THE BRAND MANAGEMENT
COURSE OFFERED BY PROF. SAMEER MATHUR AT IIM LUCKNOW
DISCLAIMER