“Hello kitty” : A Japanese Super brand

Founded by – Shintaro Tsuji

Shimizu Yuko

Hello Kitty - Brand

• Truly phenomenal brand to emerge from Japan.

Hello Kitty- Company Centric• Identity - Cat,Cuteness, calmness and expressionless

face • Personality - Sophisticated• Position - for baby girl to a young women(4-30 yrs)

Objectives of Brand Communication`

• Concentrates on one big idea• Establishes relationship with customer• It’s credible/ Feels genuine• It’s simple and clear• Integrates brand name with central idea

Hello Kitty - Communication

•Celebrity endorsement•Word –of- Mouth•In house print and online advertisement•Co- branding ( Mc – D, Eva Air- Taiwanese airline)

• Brand awareness is a marketing concept that measures consumers knowledge of a brand’s existence.

• In the initial stage, Hello Kitty tried to create brand awareness among the children and preteens.

• In 1974, Hello Kitty became an instant hit.• In mid 1990’s, Sanrio repositioned the brand to

make it appealing to a wider age range of female customers.

Brand Awareness

• Launch of Hello Kitty brand in various countries.• To increase the brand awareness, Sanrio also

produced movies on Hello Kitty.• The brand awareness among the people also

increased due to voluntary endorsement of the brand by the celebrities.

• Sanrio introduced new items every year and made the people aware of it.

• Hello Kitty gathered a huge fan following.

Continued…

• Brand Image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with the product or service.

• Hello Kitty is a fictional character.• The character is a staple of the kawaii segment

of Japanese popular culture.• The success of the brand across generations was

largely due to the appeal of its simple image.

Brand Image

• Hello Kitty was considered to be in the same league of Mickey Mouse, Snoopy and Winnie the Pooh.

• Hello Kitty was a mysterious cat with emotionless face which allowed consumers to project their own emotions onto Hello Kitty.

• Sanrio took measures to protect the brand’s image from being sullied.

• Sanrio spent every year on measures against unauthorized copying.

Continued…

• By 2005-06, Hello Kitty undergone another image overhaul to attract older customers.

• Hello Kitty’s acceptance among the consumers was increased as a symbolic icon of feminine style and taste.

Continued…

Brand Building

Managing the Brand extension of “Hello kitty”

• Reason for Brand extension >> Popularity of other cartoon characters (Doraemon) >> Brand fatigue >> Complain from customer >> To leverage of Brand visibility

How they managed Brand extension??• In mid-1980, Hello kitty included candy,

accessories, clothes & electronic goods.• In 1996, Hello kitty mobile case for high school

girls.• During ‘Kitty Boom’ period, company entered into

several licensing agreement for brand extension.• Under licensing , different manufactures produces

hello kitty toy, mini car, toaster, video games & mobile games.

• In early 2000, Brand extended to luxury items like diamond watch, jewelry, rings.