企業為了拉近與消費者的距離、增加品牌的親和力，常藉由企業吉祥物的設定與宣傳，讓消費者產生認同感、喜好、增加記憶度等功能，達到企業品牌的推廣。本研究對Kewpie作為企業的主形象Logo，同時亦可視為吉祥物或代言人的定位，品牌吉祥物必須能隨著時代與露出管道的演變，產生不同的形態，持續與消費者溝通品牌精神願景，使消費者轉化為能認同的支持者，並搭配合宜的商品銷售模式，會對目標族群產生更大的品牌忠誠度與吸引力。針對Kewpie美乃滋文獻中找出吉祥物角色的造型演變與定位角色的轉換，對其目標族群之影響產生下述功能：1.創造企業與品牌信念。2. 建立品牌辨識性。3.引導企業或產品商業活動。4.帶動流行與行為趨勢。5.架設品牌與目標族群間的溝通管道。本研究提供相關領域研究者或設計人員參考，以利後續相關之品牌吉祥物的研究創作。

In order to narrow the distance with consumers, increase brand affinity, by setting mascot and publicity to achieve corporate brand promotion. Kewpie as a Logo, also as mascot or spokesmen. Mascot must be able to evolve with the times, and resulting in different forms. Target groups will have a greater brand loyalty and attractiveness. Identify the role of mascot for the Kewpie mayonnaise styling evolution and positioning, resulting in a function of influence: 1. create corporate and brand belief. 2. Establish brand visibility. 3. The guide enterprises or business activities. 4. drive prevalence and behavioral trends. 5. The communication between brands and target groups. This study provides researchers in related fields or design guidance to facilitate follow-up studies related to the brand mascot creation.