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"...tells what must be one of the oddest branding success stories ever..." (Financial Times, 29 January 2004)
"...this book tells the fascinating story of this cute character [Hello Kitty] that has generated close to $1 billion in sales..." (The Chronicle (Reading), 8 January 2004)
"...a great read with real insight into how clever marketing can find success in highly competitive markets." (Marketing Business, March 2004)
“A bizarre but strangely addictive read.” (Gulf Business, 17th March 2004)
Sanrio's biggest success is its ability to create products that appeal not only to children, but women in their 20s and 30s around the world. That's why Kitty adorns not only bedspreads, backpacks and notebooks, but mobile phones, toasters and even cars. The book shows why Hello Kitty products are one of Japan's hottest exports and how Sanrio successfully globalized its “golden egg.”
In telling that story, this book shows how one company bucked the odds and turned a cute cat cartoon character into a ferocious business plan. Readers will learn about how and why the Hello Kitty brand clicked with kids and adults alike and how it continues to compete internationally with the likes of Disney and Warner Brothers.
The first part of the book is informative then it get s VERY repetitious. If you are looking for a book about growing a pop culture brand then this is worth a quick read.Published on May 27, 2013 by JOHN BURY
I think the authors were writing this to be used as a textbook for a business class. There was no message beyond Hello Kitty is sucessful. Read morePublished on April 20, 2005 by Sonya Carlson
It?s so easy to trivialize the significance of Hello Kitty?s simple iconic image. But here the authors have skillfully drafted a book that deconstructs the appeal of this... Read morePublished on April 12, 2004 by Matt Diamond