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Brand mascots as organisational totems

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Drawing from ethnographic fieldwork in an Indian advertising agency, this paper demonstrates that brand mascots are more than advertising glitter designed to cajole consumers. When they become the basis for the collective rallying of organisational members who converge around a tangible manifestation of their firm's unique character, brand mascots operate as organisational totems, helping concretise and reproduce an organisation's identity in a foreign context.

Keywords: anthropology; brand mascot; branding; organisational symbolism; organisational theory

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2012.759991

Affiliations: Nanyang Business School, Singapore and Euromed Management, France

Publication date: January 1, 2013

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