Mascots and illustrations are characters used to enchant and promote association with the brand. Surely you've come across a figure like this and immediately remembered a company or product, haven't you?
Depending on the company's sector of activity, mascots are a valid resource to approach and help build the brand. They help to fix the image and the product in the consumer's mind and often create an affective and relaxed relationship. They, however, must be well thought out to translate the value of the company or the product, as they need to carry a coherent message to implement the communication and promotion strategy.
This figure can help give the company an identity and is indeed a relationship tool that can be used in campaigns to strengthen ties with the public and bring positive sales results.