The Benefits of Offline Merchandise in Brand Building

The global merchandise market is worth $300 billion and is expected to continue growing at a steady rate. Seven of the ten top players in this industry relate to character licensing, and five directly associate with developing and utilizing fictional characters. From Pooh and Peter Rabbit to BT21 and League of Legends, characters have proven lasting presences both in profitability and in customer behavior. Much research has covered the commercial implications of such branding, but more research needs to be done in how corporations can create lasting characters and fully utilize them for increased brand strength. The paper analyzes the ways in which corporations have historically worked with characters along with developments in the modern market that enable this market to flourish. Such factors include the proliferation of the Internet and changing consumer behaviors; social media is a new force shaping purchase decisions, and related industries have witnessed increased acceptance of adults enjoying content traditionally associated with children. It then discusses the unique benefits and strengths that fictional characters possess in contributing to corporate branding and presence, followed by a discussion of Line Corporation and its unexpected breakthrough in global markets through the success of its original characters. Corporations can now build their own superstars, but still for time-old purposes: building empathetic, humane relationships with their customers.

Name thesis:degree_name

Master

Department dc:contributor.department

Sloan School of Management

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2021

Author dc:creator

• Kim, Saemi

Advisor dc:contributor.advisor

• Zhang, Juanjuan

Statement dc:rights

• In Copyright - Educational Use Permitted
• Copyright retained by author(s)

Licence dc:rights.uri

• https://rightsstatements.org/page/InC-EDU/1.0/

Handle dc:identifier.uri

https://hdl.handle.net/1721.1/140373

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/140373