Mr. Norachai Nanthakij
.jpg)
.jpg)
.jpg)
Abstract :
In Thailand, universities traditionally relied on historical emblems and formal mottos to tell their story. But lately, there’s been a shift towards mascots. It feels like universities are looking for a way to connect with students on a more personal level, to create a more vibrant identity. This research dives into this trend, using Mahidol University’s fascinating choice of the blue whale as its mascot as a case study.
The research focuses on Mahidol University’s unique decision to adopt the blue whale as its official mascot. This unconventional choice presents a compelling case study to examine how mascot selection can be strategically aligned with a university’s branding goals. The study explores the symbolic meaning associated with the blue whale and how it connects with Mahidol’s core values of innovation, excellence, and global impact.
Furthermore, the research conducts a comparative analysis of Mahidol University’s mascot strategy and similar efforts at universities in the United States. This comparison shows how universities worldwide are getting on board with mascots to connect with a wider audience, particularly prospective students and alumni.
To see if using a mascot works for branding, the study employs Keller’s Brand Equity Pyramid Model. This helps us figure out how mascots might affect what people think about a brand, not just in the classroom but out in the real world too. The research examines how a well-designed mascot can contribute to building brand awareness, and positive brand association, fostering deeper brand engagement with students and alumni, and ultimately creating a sense of loyalty and connection to the university.
By combining the case study of Mahidol University with a comparative analysis of international practices, this research aims to contribute valuable insights into the evolving landscape of university branding. It explores the potential of mascots to not only enhance brand recognition but also to create a more vibrant and engaging identity for universities, fostering a stronger sense of community and pride among students, alumni, and faculty.
Objectives :
The goal is to provide practical advice and suggestions that universities can use when trying to make the most of their mascots for branding and marketing purposes. We also want to shed more light on this increasingly important trend of mascots playing a bigger role in how colleges and universities promote themselves and shape their image. While mascots have been around for a long time, many schools are now looking for new ways to strategically feature and leverage their beloved mascot characters as a core part of their branding and institutional identity.
The main purpose of this research is to explore how universities can strategically use their mascots to build a stronger brand identity and cultivate a deeper sense of pride and connection among students and alumni. Specifically, we want to look at the following:
- The reasoning behind Mahidol University’s unique choice of the blue whale as their mascot, and how this ties into the university’s focus on innovation, excellence, and global impact.
- How a well-designed, engaging mascot can influence various aspects of how people perceive a university’s brand, such as:
a. Building brand awareness
b. Creating positive associations with the brand
c. Getting students and alumni more engaged with the brand
d. Fostering loyalty and a sense of belonging to the university - Compare Mahidol’s mascot strategy to what other universities in the U.S. are doing, to see if this is part of a bigger international trend of using mascots for branding.
- Use Keller’s Brand Equity Pyramid Model to assess how effective mascot branding can be in the academic world.
- Look at whether mascots can do more than just increase brand recognition – like making the university’s identity more vibrant, engaging, and community-driven for students, alumni, and faculty.
- Provide useful insights into how university branding is evolving, especially in Thailand, and how mascots can shape an institution’s identity, student engagement, and brand awareness.
Conceptual Framework :
This conceptual framework encompasses the key elements discussed in the abstract, which revolve around the role of mascots in building brand equity and shaping brand identity for universities.
The framework can be broken down into the following components:
Brand Strength:
- Getting the word out (brand awareness)
- Making positive connections (brand associations)
- Getting people involved (brand engagement)
- Building loyalty and pride
Drawing from Keller’s proven Brand Equity model, it examines how mascots influence different levels of how people perceive and feel about the university brand.
University Identity:
- Core values and personality
- Visual symbols like mascots, logos, mottos
- Connecting with students, alumni, faculty
- Fostering community spirit
This examines how mascots shape a university’s identity – aligning with key values, engaging different groups, and cultivating that unifying sense of “us.”
Mascot Meaning:
- Symbolic representation of values
- Emotional bond with the community
- Standing out with a unique choice
The right mascot captures the university’s spirit in a symbol people connect with emotionally. A one-of-a-kind pick can make the brand even more distinctive.
Process / Methodology :
Building Brand Equity through Mascots: The Role of Keller’s Brand Equity Pyramid Model:
The Keller Brand Equity Pyramid Model, developed by marketing professor Kevin Lane Keller, highlights the key components that contribute to building and managing a strong brand. It consists of four main steps: brand identity, brand meaning, brand response, and brand resonance (Keller, 1993). These steps represent how the audiences perceive and interact with a brand, ultimately leading to brand loyalty and value. The model emphasizes the importance of creating a unique and meaningful brand identity, building positive brand associations, eliciting the desired audience responses, and fostering a strong, enduring relationship with the audience.
To apply the Keller Brand Equity Pyramid Model to create branding for Mahidol University’s mascot, consider the following steps:
- its mission, values, and what makes it special. That could mean highlighting its academic achievements, cultural heritage, innovative programs, or how it’s committed to engaging with the community. We want to make Mahidol University a symbol of strength, wisdom, and leadership in education and research, and the blue whale is a perfect fit because of its massive size and intelligence.
- Brand Meaning: We need to create a clear and compelling story that captures the essence of Mahidol University. That means building strong connections with our audience by emphasizing things like academic success, cutting-edge research, innovation, and our impact on Thai society. We want our brand to be associated with faculty expertise and the achievements of our students.
- Brand Response: To get people excited about Mahidol University, we need to get creative with our branding efforts featuring the blue whale mascot. That could mean anything from merchandise and events to social media campaigns. We want to show off what makes us great to everyone – prospective students, parents, alumni, employers, and the wider community.
- Brand Resonance: We want everyone to feel like they’re part of the Mahidol University family, and one way to do that is by making the blue whale mascot a familiar sight across campus and in our communications. We should also encourage alumni, students, and the community to get involved and stay connected, so our brand becomes even stronger.
Besides the Keller Brand Equity Pyramid Model, several other methods and frameworks are used for brand building and management. Some notable ones include:
Brand Essence Wheel: This method helps define a brand’s essence by identifying its core attributes, benefits, values, and personality traits. It’s a visual tool that aids in creating a clear and concise brand identity.
Brand Pyramid: Inspired by Maslow’s Hierarchy of Needs, the Brand Pyramid outlines five levels of brand identity: attributes, functional benefits, emotional benefits, brand values, and brand essence. It helps in understanding and communicating the deeper meaning of a brand.
Techniques and Materials :
Phase 1: Unveiling the Essence of Mascot
We’ll dig into its core values and brand identity through thorough research and brainstorming together. Our goal is to come up with design ideas that truly reflect the university’s dedication to innovation, excellence, and making a global impact. It’s super important to nail down a clear direction in this early stage so that the mascot we create captures the heart and soul of Mahidol University.
Phase 2: Explore Deeper into the Blue Whale
Now that we know what makes Mahidol University unique, let’s dive into exploring our chosen mascot, the blue whale. We’ll gather lots of reference images from places like Getty Images, Envato, and Adobe Stock to understand what the blue whale looks like and how it moves. By studying its physical features, movements, and what it represents symbolically, we can truly capture the spirit of the blue whale.
Phase 3: Conceptualization through Sketching
We’ll use design software like Adobe Illustrator to bring our ideas to life through initial sketches. This phase is all about experimenting with different designs, fine-tuning details, and capturing the true spirit of the blue whale to create an engaging mascot representation.
Result / Conclusion :
This research project has me thinking differently about mascots! We dove deep into the trend of universities using mascots, with a particular focus on Mahidol University’s fascinating choice – the blue whale. The results are pretty exciting: it seems well-chosen mascots can be a real game-changer for a university’s brand identity and overall value.
Imagine mascots as these little powerhouses. The research revealed several key advantages. Mascots can act like a supercharged bullhorn, boosting a university’s visibility and recognition. They can also be like social butterflies, fostering positive connections and strengthening ties with students, alumni, and faculty. But here’s the kicker: for a mascot to truly resonate, its symbolic meaning needs to be in perfect harmony with the university’s core values. Think of it as a secret handshake – it creates a deeper emotional connection with everyone involved.
Here’s the exciting part: this research suggests that a well-crafted mascot strategy can be a game-changer for universities in today’s competitive educational landscape. By leveraging the symbolic and emotional power of mascots, universities can build a stronger brand, create a vibrant and engaging community, and most importantly, make everyone feel like they belong. As competition in higher education heats up, strategically integrating mascots could be a smart investment for universities aiming to make a lasting impression.
References :
Aaker, D. A. (1996). Building strong brands. Free Press.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education Limited.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
