Individual Assignment by Piyush Soni (PGP01013) Subject: Brand Management Submitted to: Prof. Sameer Mathur Institute: IIM Sirmaur Term V Year: 2016

1. Disney Brand Mantra
Submitted by:
Piyush Soni (PGP01013)
IIM Sirmaur

2. The Founder

3. 1923
•Disney Brothers Cartoon
Studio was founded
•The name was changed to
Walt Disney studios in 1925
1928
•Commercially
successful Mickey
Mouse emerged as
a cartoon in several
films.
1932
•First cartoon in full
color , Silly
Symphonies : Flowers
and Trees was released
in theatres, winning
the first Academy
Award.
1937
•One of the biggest
risks taken up by
Disney, Snow white
and the Seven Dwarfs
was released.
1940
•Post World War II -
released multiple
films including
Fantasia, Pinocchio,
Dumbo, and Bambi.

4. 1950
•Disney’s Cinderella became
their biggest success since
the release of Snow White.
The first live action film
Treasure Island was
completed.
1954
•The company
began television
and Disneyland
anthology series.
1955
•Walt Disney
purchased land in
California and built
the Disneyland
theme park. Also The
Mickey Mouse Club
series began.
1970
•Walt Disney world
resort and Magic
Kingdom was opened
in Orlando, Florida.
1990
•various Disney
parks, hotels,
resorts, theme
parks, were opened
in Tokyo, France,
etc.

5. • Inspired by his pet mouse
• created by Disney and his colleague Ub
Iwerks in 1928
• voiced by Disney himself.
• Originally he was named Mortimer
Mouse but Disney’s wife suggested
mickey to be more commercially
successful name.
• Mickey officially debuted in the short
film Steamboat Willie(1928) and went
on to appear in 130 films.
• first cartoon character to have a star on
Hollywood walk of fame.
The story of Micky Mouse

10. SO WHAT’S THE
PROBLEM?

11. Disney’s
Problems
Multiple use
of it’s
established
brands
Brand
Positioning
has gotten
old
Effects of third
party use on
brand equity
Overexposure
of brands
No
differentiation
by consumers
of Disney’s
product
endorsements
Customers
feeling
exploited

12. Article in The New York Times in 1989

13. Is Brand Mantra the key to the lock?

14. What is Brand Mantra?
• A short 3-5 word phrase that captures the irrefutable essence or spirit
of the brand positioning.
• not an advertising slogan and in most cases, it won’t be something
you use publicly.

15. Examples of
Brand Mantras

16. Designing Brand Mantra
Brand
Mantra
Emotional
Modifier
Brand
Function
Descriptive
Modifier

17. Source: rachelandreago.files.wordpress.com

18. Effect of Brand Mantra on Disney
• “Fun Family Entertainment”
• Used Brand mantra as a screening device for proposed ventures
• Rejected opportunities which were not consistent with Brand Mantra
• Rejected to Cobrand a mutual fund in Europe

19. Implementing Brand Mantra
Communicate
• Define the
category to set the
brand boundaries
and PODs
Simplify
• Short, crisp and
vivid
• Must convey the
brand
positioning
Inspire
• Tap into higher
level meaning
with employees
as well as
consumers

20. • Brand Mantra has three components: Brand Function, Descriptive Modifier
& Emotional Modifier.
• Brand Mantras derive their power from Collective meaning
• Brand Mantra captures what is unique about the brand, brand essence and
core brand promise
• Brand Mantra can guide for decision making in brand extension
Summary

21. DISCLAIMER
Created by:
Piyush Soni (PGP01013)
During Brand Management Course taught by Prof. Sameer Mathur
in Term V At IIM Sirmaur.