Do Brands Have Global Personalities?

In 1974, Japan’s Sanrio Company turned loose upon the world a demure cat by the name of Hello Kitty. Since that time, the feline’s popularity has grown by leaps and bounds, gracing the covers of notebooks and stationery pads, as well as accessories. In 2002, Kitty was ranked the third most recognizable Asian brand. At one point, she earned the distinction of being voted the third most popular figure in Taiwan. Today, recognized in more than 40 countries in Asia, Europe, and North America, Kitty is one of the world’s most successful commercial images.

Do Asian brands like Hello Kitty have global personalities?

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