What does a mascot say about a brand? Do manly brand mascots convey qualities that build consumer confidence, likeability, and trust? See if you can identify these brand icons and the product each represents. Then consider what attribute they evoke – tough, unflappable, suave, protective, devil-may-care, jovial, helpful, fearless — and decide whether he is the right guy for the job. See answers after the jump.
Car emblems have existed almost from the inception of automobiles. Early cars had radiator caps that rested on top of the hood. At least one automaker got the idea of turning the cap into a hood ornament. Soon every automaker had an emblem or mascot adorning the hood of their car. In addition to giving the vehicle a decorative flourish, the emblem served as a brand identifier. Early carmakers based their designs on everything from national flags, family crests, coat of arms, constellation of stars, and animals that embodied the traits they admired. Today with the profile of cars looking so much alike, the emblem is often the only way we can identify the maker. See if you can recognize these. (Answers on the next page.)
About 12 years ago, we posted a quiz, called “The Human Touch,” in @Issue, challenging readers to name the face in the trademark. We are updating it here because back then, there were too many to fit on a spread, so some favorites had to be left out. Also, in the ensuing decade, new brand “people” have emerged and some have been given much-needed facelifts. The reason why companies give their brand a face hasn’t changed, however. Faces are often more memorable than an abstract mark. The right face can humanize a product and give it personality. It can imply the endorsement of an expert. Or it can just make the brand seem more likeable and fun. See if you can connect the face with the brand. The answers are on the next page.