Consumer Perception and Brand Meaning in Character-Based Branding: A Study of ANU
Abstract
The current development of character-based branding is encouraging more companies to utilize characters not only as visual elements but also as strategic assets that can be leveraged to build brand identity, create emotional engagement, and provide meaningful experiences for consumers. However, previous research examining how consumers perceive character-based branding and how these perceptions contribute to the meaning formatioin for character-based brands remains relatively limited, particularly in the context of local brands in their early stages of development. Therefore, this study aims to explore consumer perceptions of character-based branding and understand how these perceptions contribute to the formation of brand meaning and to formulate branding strategy recommendations for Anu, a Jakarta-based lifestyle brand featuring character-based merchandise. The research used an exploratory qualitative approach, supported by semi-structured interviews as the primary data collection tool. This research involved ten interview participants selected to represent Anu's primary target market: young adults who live in Jakarta and have experience interacting with character-based brands. The results of the thematic analysis were then interpreted using Keller's Customer-Based Brand Equity (CBBE) framework. Five main themes emerged from the thematic findings. The findings suggest that consumers not only evaluate character-based brands based on their visual appeal, but also actively interpret the character's identity through various elements, such as visuals, narrative, context, personality, emotional relevance, and symbolic associations, before ultimately forming a meaningful attachment to the brand. Interpretation through the CBBE framework indicates that most of the research findings are at the Brand Meaning level, especially in the Brand Imagery dimension. However, evidence with lower intensity were found related to the other three levels: Branding Identity, Brand Response and Brand Resonance. The study contributes a consumer-based foundation for developing branding strategies for emerging character-based brands.
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