Pokemon beats Super Mario Bros. in brand recognition in Japan

By Sherif Saed, Tuesday, 16 June 2020 10:58 GMT

According to a study conducted in Japan, more people recognise Pokemon than Mario.

The Japan Research Center, a private research firm in the country, has conducted a study to identify the most recognisable corporate characters. The survey includes everything from KFC and McDonald’s, to corporate mascots and even video game characters.

More specifically, participants where surveyed on five game characters. Pokemon ranked the highest in brand recognition and favourable impression, with Super Mario Bros. behind it, and Dragon Quest after that.

When broken down, the report notes that Pokemon only has a recognition rate of 12% overall, despite being at the top. Both Pokemon and Super Mario Bros. combined have a recognition rate of over 80%, but a below 10% favourable rate.

The survey was conducted in October with 1,200 people nationwide aged between 15 and 79 years-old. You can see the full survey [PDF] at the link, or the findings on the NRC website.

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