Disney Brand MantraAmritansh Bharech

Incredible Growth in 80’s…

…Through Licensing

…Through Product

Development

Overexposure

and

Inappropriate Use of Characters

Brand Audit & Consumer

Perception Study Conducted…

…Disney Exploiting

its Name???

What

Was the

Main Issue???

For Consumers,

Disney was DisneyWherever they saw

All Products & Services having

Disney’s name or characters

impacted Disney’s Brand Equity…

…So, What’s the

Solution???

Brand Mantra…

…Essence of Brand

Positioning

…Heart & Soul of Brand

in 3-5 words

…Consistent Image

across Products & Services

…Not just a Tagline

Know The Difference

Brand Mantra

Tagline

Designing a Brand Mantra

Brand Function –Nature of Product or Service

Descriptive Modifier –Further clarifies the Nature

Emotional Modifier –Provides another Qualifier

Disney’s

Brand

Mantra

Disney’s

Brand

Mantra

Brand Function

Relates to the higher-order experience or

benefits that Disney wants to deliver

Disney’s

Brand

Mantra

Descriptive Modifier

Disney’s entertainment is not just any kind

but only Family-oriented

Disney’s

Brand

Mantra

Emotional Modifier

How exactly does Disney provide its benefits

and in what way – it has to be FUN

Implementing a

Brand Mantra

Communicate• Define the Category

• Set the Boundaries

• Clarify the Uniqueness

Simplify

• Should be Memorable

• Short, Crisp, Vivid

• Three-word Mantra is ideal

Inspire

• Personally Meaningful to…

• Relevant to…

• Tap into higher-level meaning with…

…Employees & Consumers

Brand Mantrahelped Disney to set its Boundaries &

Screen Future Ventures

Opportunities,

however

appealing, were

Rejected if

Inconsistent with

the Brand Mantra

Disney declined to co-brand a Mutual Fund

Although it had Family

Associations…

…Mutual Funds are

rarely intended to be

ENTERTAINING!!!

Disney Ads

Consistent with its

Brand Mantra

In ConclusionDisney used its Brand

Mantra to define its boundaries &

Present a

Consistent Image to its Consumers

across its Products & Services

Created by

Amritansh

Bharech

Taught by

Sameer

Mathur

For the

Brand Management

Course at IIM

Lucknow