BM Individual Assignment

1. DISNEY
Hemant Verma(PGP31377)| P Karthik (PGP31394)
Shanu Kumar (PGP30342)
Disney Brand Mantra
“fun family entertainment”
Submitted By:
Shanu Kumar
IIM Lucknow

2. In mid 1980s Incredible growth through Licensing and Product development
JOURNEY

5. CHARACTERS

6. Media Network

7. PARKS & RESORT

8. It’s Good or Bad

9. Mickey Mouse and Donald Duck, were being used inappropriately and becoming
over –exposed.

11. CONSUMER BRAND EQUITY PYRAMID MODEL
The Disney Brand

12. FINDINGS
•Broad exposure of character
•Character add little value, worse more
•Aggressive marketing effort

14. Formation of Brand Equity Team
Carefully evaluating licensing and other third party promotional opportunities
Came up with Brand Mantra “ fun family entertainment”

15. Opportunities not consistent with
brand mantra of Disney
Co-branding with a mutual fund
in Europe
Connection with financial community
and Banking

16. DESIGNING THE BRAND MANTRA
Emotional Modifier Descriptive Modifier Brand Function
Authentic Athletic Performance
Fun Family Entertainment
Fun Folks Food

17. SWOT

18. Strength Weakness
ThreatOpportunity
•Brand reputation
•Highly diversified portfolio
•Global expansion and
alliances
•Strong financial position
•High cost of operation
•Concentration of revenue in north
America
•Approaches Anti trust law limits
•Increasing piracy
•Strong competition
•Change in consumer
preference
•Negative publicity
•Release of new successful
stories and characters
•Further expansion in new
emerging economies

20. SUMMARY
• Introduction and journey of Brand Disney
• Keep to learn customer insights
• Quick to respond to their mistakes
• Made a real strong brand name and adhere to their policy
• Adopted brand mantra and follow its meaning word by word
• Future plans are really clear

21. THANK YOU
Disclaimer
These slides were made by Shanu Kumar as the project assignment for the
course of Brand Management under the guidance of Prof. Sameer Mathur
at IIM Lucknow