The Use of Cartoon Characters on the Packaging as a Tool to Influence the Perception of Food Brands on the Example of the Danissimo Brand

This paper is devoted to studying the influence of a cartoon character on the packaging on the perception of food brands using the Danissimo brand as an example. The goal is to determine the effect of the presence of a cartoon character on the packaging of the product line on the consumers' brand perception. To achieve it, the following tasks are set: 1. To review the current role of packaging in marketing communication using special literature; 2. To determine,if there are differences in the attributed characteristics of the brand when using various packaging designs; 3. To analyze the respondents' perception of ideal yogurt and compare which of the packaging options is more able to stimulate the corresponding perception of the Danissimo brand; 4. To assess the degree of influence of packaging on the functional characteristics that are attributed to the brand; 5. To determine whether packaging design influences the associations that the brand evokes. The study also has practical significance: its results can be used to create grocery packaging.