In markets that are saturated with competition and rivals, a lot of thought has been brought into introducing the concept of a mascot, which is a cartoon character that reflects a brand or a characteristic of a certain brand. Many mascots have proven to be a powerful marketing tool and have grown brands into becoming more popular. In the Lebanese market, mascots’ presence alongside brands is growing too slowly incorporate most major local and international brands. This comes to question the impact of the use of such marketing tools in affecting the Lebanese market branding strategies. This study ...