Character brand research

- FIFA as a brand.

http://www.fifa.com/aboutfifa/organisation/marketing/brand/

Taken from the site above, FIFA states that:

''The FIFA corporate brand is epitomised by our promise “For the Game. For the World” and our mission “Develop the game, touch the world, build a better future”.

All of the programmes and activities that FIFA engages in fall under one of the three components of the mission, whether it is through organising referee coaching courses to “develop the game”, “touching the world” by staging the world’s biggest single-sport event the FIFA World Cup™ or helping to “build a better future” with one of many social development initiatives.''

- Brand Values.

http://www.fifa.com/aboutfifa/organisation/mission.html

FIFA's claim is ''For the game. For the world''

Their mission is to:

Develop football everywhere and for everyone, Organizing inspiring tournaments and to care about society and the environment.

- Introducing Character as a brand.

Exploring options for Brand Mascot:

I have chosen to do an unofficial mascot for the FIFA World Cup 2018 held in Russia. As the Nation has not yet created a character. I researched previous World Cup mascots and most of hosting country used animals/people as representation of their country.

 

Some used to promote awareness towards an animal in the hosting nation. For example the mascot used for the Brazil 2014 World Cup was based on a nearly extinct Brazilian Three-banded Armadillo. The mascot was used to promote the tournament and also raise awareness towards the armadillo.