Роль маскоту в сучасному брендінгу

Abstract

This work explores the role of mascots in branding, their types, and their impact on marketing. Special attention is given to the digital environment, particularly YouTube, where mascots and VTubers help brands engage audiences. Examples of successful advertising campaigns, such as Kizuna AI's collaboration with SoftBank, are provided. The author emphasizes that mascots and VTubers have become effective tools for audience interaction and brand recognition enhancement.