Kitty Cat's Commercial Miracle

Author: Beisen
Publisher:
Publish Date: 2004-08-01
Features:
"‘This is a fantastic book. The story of Hello Kitty is filled with opportunities, strategies, and the struggle against various obstacles. The character trade is a vast and developing commercial field. Understanding the development process of these characters and how they inspire consumer passion is a crucial task for all professional brand-building companies.’"
"‘This is a witty, humorous, and profound interpretation of Japan’s most renowned cat and the culture it represents, highly readable.’"
"‘This is a deeply researched book on the complex situations and challenges of Japan’s emerging entertainment industry. If you want to understand how iconic imagery, patterns, delicate art, and minimalist abstract art in Japanese culture are transformed into a successful popular product business strategy, then read this book immediately!’"
"‘This book compiles comprehensive materials from company insiders, website critics, marketing researchers, and scholars to conduct a detailed study of Hello Kitty’s global expansion.’"
The Hello Kitty series has generated nearly $1 billion in profits for Sanrio. Sanrio has licensed its characters to over 500 companies in Japan and hundreds of companies overseas. Today, Hello Kitty’s unique image appears on approximately 22,000 different products and is popular in more than 40 countries. The success and failure lessons of Sanrio’s experience introduced in this book help investors better understand how unique Japanese cultural-based characters and the toy industry can go global. For newcomers to the investment field, Sanrio’s story is an excellent textbook for studying Japan’s economic boom and decline over the past 30-plus years. Additionally, the book introduces the immense power of brand building, marketing, and exclusive licensing in attracting consumers, along with detailed case studies.
Target Audience: Managers of enterprises, brand promotion and research personnel, and related individuals with interest.