Dictionary of Marketing Terms: trade character
trade character
people, animals, animated characters, objects, or the like that are used in advertising a brand and that come to be identified with the brand, in much the same way that a trademark is identified with a brand. The Keebler Elves for Keebler cookies and the Pillsbury Doughboy for Pillsbury products are examples of trade characters, as is Betty Crocker for General Mills.
