With respect to Brand Recognition Keller (2003) stated brand loyalty,
brand awareness, perceived quality and brand image as the imperative parts.
Brand Familiarity shows customers’ previous knowledge of and experience
with a brand Jing Hu et al. (2012). This knowledge can be based upon
tangible/intangible attributes and the relationships among them Keller
(1993). Brand Mascot also play important role in brand recognition process.
A strong mascot marketing effort enables to create media exposure and
excitement, generate goodwill for the brand, and act as an ambassador for the
brand by providing a voice for the company's social integrity. They take the
role of a ‘spokesperson’, with their own Facebook pages and this personality
would be more appealing than the brand’s page. Brand mascots can build
engagement even more effectively with mobile and social media, by Michal
Clements (2013). They are cartoon symbols and companies use them to
make their products distinctive.