... high in fats and sugars, targeting young children. 18 Brand equity and licensed characters Characters associated with a particular brand are called brand equity characters. These brand equity ... characters – usually cartoon or animated characters – are normally owned by the companies that make the food and beverage products, and the characters are used on the packaging and in their advertising. ... use of cartoon characters, animation, celebrities, sports personalities, and the colouring, shaping and design of products and packaging likely to have a particular appeal to children and adolescents....