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Disney Brand Mantra
The document outlines the history and evolution of the Disney brand, from its founding in 1923 to the establishment of various theme parks and iconic characters like Mickey Mouse. It discusses challenges faced by Disney, including brand overexposure and consumer perception issues, while emphasizing the importance of a brand mantra, exemplified by 'fun family entertainment,' for guiding brand decisions and maintaining brand identity. Additionally, it details how a well-defined brand mantra can help in setting boundaries and inspiring both employees and consumers.
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Disney Brand Mantra
- 1. Disney Brand Mantra Submittedby: Piyush Soni (PGP01013) IIM Sirmaur
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- 3. 1923 •Disney Brothers Cartoon Studiowas 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 theirbiggest 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 byhis 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
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- 11. Disney’s Problems Multiple use of it’s established brands Brand Positioning hasgotten 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 TheNew York Times in 1989
- 13. Is Brand Mantrathe key to the lock?
- 14. What is BrandMantra? • 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.
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- 18. Effect of BrandMantra 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 Mantrahas 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.