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Hello Kitty: How Sanrio Turned Cute Into Cash by Ken John Belson, ISBN 0470820942 Summary
Explains how the company behind "Hello Kitty" turned the cartoon cat into an international icon and a merchandising gold mine, available on over 22,000 different products and in over forty countries.
Hello Kitty: How Sanrio Turned Cute Into Cash Full Description
The inside story of how a Japanese company parlayed a cartoon kitty into a ferocious multibillion dollar global enterprise The only business book to offer an in-depth exploration of the Hello Kitty phenomenon, Hello Kitty tells the amazing story of how the Japanese company Sanrio bucked the odds and transformed a bulbous, all-but-featureless cartoon critter into multibillion dollar global business powerhouse. Readers learn how and why the Hello Kitty brand clicked with children and adults, across cultures, and how it continues to successfully compete, internationally, with Disney and Warner Brothers. This book is packed with valuable lessons about the awesome power of branding, marketing, and licensing to capture the hearts and minds of consumers. Ken Belson (Tokyo, Japan) is a writer for the New York Times in Tokyo and covers stories about Japanese business, economics, and government policy. Belson’ s work has also appeared in BusinessWeek, Fortune, Bloomberg News, the International Herald Tribune, Barron's, Institutional Investor, among others.
Brian Bremner (Tokyo, Japan) currently serves as Asia Economics Editor for BusinessWeek magazine based in Tokyo and writes a weekly column called "Eye on Japan" for BusinessWeek online.
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