elephant

baboon

crocodile

giraffe

rhino

zebra

Safari means journey in swahili – and going on a safari in the world of brand characters will take you to all parts of animal kingdom.

But questions of categories soon arises and I have been wondering, how I will get an overview of all the ceratures and:

Can all types of creatures work as brand characters?

Are some creatures more popular than others?

orwell

And I have come closer to an answer, because I have been reading articles and books (okay only one book – ‘Brand Mascots and other marketing animals’) by Stephen Brown – and what a relief finally to find someone who writes about things that have been puzzling me in this study area. And he is also presenting arguments for taking this research area more seriously. Yes! – I’m not alone.

The popularity of brand characters are incontestable

Stephen Brown, Where the wild brands are, p. 215

Brown has a been collecting information about which kind of brand animals (a broad term that also includes humans, deities, extra-terrestrials, monsters, robots – and other objects that can be anthropomorphized) are most popular.

Brand animal popularity is directly related to the species’ physiological and psychological distance from humankind

Stephen Brown, Where the wild brands are, p. 215

21% human

19% bird

16% domestic

12% large wild

9% small wild

7% mythical

7% aquatic

4% insects

2% vegetable

1% body part (?)

3% other

(Stephen Brown, Where the wild brands are, p. 216)

mrclean_b

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