Definition
A brand mascot is a character — animal, human or abstract — created to personify a brand and give it a face the audience can bond with emotionally. It works as an identity asset that compounds recognition over time, like Michelin's Bibendum or Duolingo's owl. Unlike a logo, a mascot can act: it expresses emotion, stars in stories and adapts to poses and contexts, giving the brand a living channel of communication. Its strategic value is humanizing the brand — one of the shortest paths from being recognized to being loved.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.