Cover image for Hello Kitty : the remarkable story of Sanrio and the billion dollar feline phenomenon
Title:
Hello Kitty : the remarkable story of Sanrio and the billion dollar feline phenomenon
Author:
Belson, Ken.
Personal Author:
Publication Information:
Singapore : Wiley, 2004.
Physical Description:
ix, 210 pages ; 24 cm
Language:
English
Corporate Subject:
Added Author:
ISBN:
9780470820940
Format :
Book

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Library
Call Number
Material Type
Home Location
Status
Central Library HD30.28 .B56 2004 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

Now in paperback, the inside story of the cartoon kitty that became a 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 a multibillion-dollar global business powerhouse. Readers will 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) covers Japanese business, economics, and government policy for the New York Times. His work has also appeared in BusinessWeek, Fortune, Bloomberg News, the International Herald Tribune, and Barron's, among others. Brian Bremner (Tokyo, Japan) currently serves as Asia Economics Editor for BusinessWeek and writes a weekly column called "Eye on Japan" for BusinessWeek Online.


Author Notes

Ken Belson writes about Japanese business, economics and government policy for the New York Times in Tokyo
Brian Bremner currently serves as Asia Economics Editor for BusinessWeek magazine based in Tokyo


Table of Contents

Acknowledgementsp. vii
Introductionp. 3
Deconstructing Hello Kittyp. 7
The God of Kawaiip. 29
The Cat Comes Alivep. 59
Kitty Goes Abroadp. 87
Kitty Kulturep. 117
Defiling Hello Kittyp. 137
Branding Hello Kittyp. 161
Hello Kitty and the Ideology of Pleasurep. 187
Indexp. 207

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