Hello Kitty : the remarkable story of Sanrio and the billion dollar feline phenomenon / Ken Belson & Brian Bremner.

Format:

Book

Author/Creator:

Belson, Ken.

Contributor:

Bremner, Brian.

Language:

English

Subjects (All):

Sanrio.

Hello Kitty (Fictitious character).

Hello Kitty.

Physical Description:

ix, 210 pages ; 24 cm

Place of Publication:

Singapore ; Hoboken, N.J. : Wiley, 2004.

Summary:

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.

Contents:

Deconstructing Hello Kitty 7

The God of Kawaii 29

The Cat Comes Alive 59

Kitty Goes Abroad 87

Kitty Kulture 117

Defiling Hello Kitty 137

Branding Hello Kitty 161

Hello Kitty and the Ideology of Pleasure 187.

Notes:

Includes bibliographical references and index.

ISBN:

0470820942

OCLC:

53358228