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Disney Brand Mantra

Created By:-Deepak YadavPGP01002IIM Sirmaur

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It all Started with a Mouse..

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“The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world”.

Mission Statement

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Disney’s Famous Characters

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Fascinating..

So what’s the Problem?

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Over exposer and Inappropriate use of Disney’s Characters

Brand Audit and consumer perception study was conducted by Disney to investigate “How consumers feel about Disney’s Product?”

Disney Exploiting its Brand Name

Oh My God!!

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Main Issue• Disney’s Character were being

used to market almost everything without any Discerning rationale

• Disney was Disney, wherever they saw. It impacted the brand equity of Disney as customer felt it was hampering the relationship they ad with the brand

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So what’s the Solution?

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Is Brand Mantra the solution?

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What is Brand Mantra?

A Brand Mantra is a short, three to five word phrase that captures the irrefutable essence or sprit of the brand positioning. It is similar to core brand promise - Kevin Lane Keller

Brand Mantra is not a Tagline

“A catchphrase or slogan, especially as used in advertising”

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Some Brand Mantras and Taglines

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Brand Mantra of Disney

Emotional Modifier

• Fun• Giving consumers

great amount of happiness

Descriptive Modifier

• Family• It aims to deliver

a marvellous experience to entire family

Brand Function

• Entertainment• Disney aims at

delivering quality entertainment to masses

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Magical Customer Experienc

e

Superiority in terms of

services, quality and technology

Family Fun entertainme

nt experience

Unique Services and

content

Positioning of Brand

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Disney’s Decision• Said NO to a Mutual fund in Europe because that were not consistent with the

Disney’s brand Mantra

• Learnt not to cobrand with any financial Institution or Banks

• Said No to every Cobranding inconsistent with its Brand Mantra

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Print Advertisements

All Print ads for all Disney products/services are align with its Brand Mantra i.e. “Fun, family and Entertainment”

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Disney’s Social Media Presence

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Summary..

• Disney adopted a “Multiple frame of Reference” of “FUN FAMILY ENTERTAINMENT” for all products/Services.

• Disney also well communicated the competitive frame of Reference

• Disney decided to say no to all opportunities if they were not consistent with the brand mantra.

• Create a point of difference to associate customers strongly with the brand

• Companies should adopt a “Consistent Brand Image” so that customers do not get confused

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These Slides have been created during the part of PGP Course, Brand Management, at IIM Sirmaur, taught by Prof. Sameer Mathur, IIM Lucknow.

Created By:Deepak YadavPGP01002IIM Sirmaur

Disclaimer

Ph.D. and M.S. (Marketing) 2003 – 2009

Marketing Professor 2009 – 2013

Marketing Professor 2013 –

IIM, Lucknow