The Pillsbury Doughboy is an example of brand anthropomorphism in which his friendly demeanor and the trademark giggle he lets out when poked in the belly help shape customer perceptions of the brand.
Anthropomorphism means giving human characteristics or behavior to something that is not human, like the Pillsbury Doughboy. When companies do this, they are allowing the customer to connect with a brand on a different level of understanding. Geico is another company that does their with lifelike gecko. Customers connect with the emotions of the object and then connect/remember with the brand.
