Disney undertook a brand audit after experiencing aggressive growth through licensing deals. A consumer survey revealed that Disney's brand value was being diluted as their characters were used everywhere without consistency. Parents and children no longer felt a strong bond to Disney characters. To fight back, Disney created a brand equity team and carefully evaluated licensing agreements to ensure a consistent image of "fun family entertainment" across all products and services. Disney adopted this new mantra to manage their brand franchise going forward.

1. DISNEY BRAND MANTRA
Submitted by: Sushma Banra |Roll no. pgp30232| Section A | Brand Management
Under the guidance of
Professor. Sameer Mathur, IIM Lucknow
Submitted by: Sushma Banra
Under the guidance of
Professor. Sameer Mathur, IIM Lucknow
Disney Brand Mantra

2. Disney was enjoying its incredible growth at this time with the help of Licensing and product development

3. But…..THE PROBLEM
Life is not
always a bed of
roses!!

4. What???!!!
How can this
happen to me
 ?
Disney characters like Mickey mouse and Donald Duck were being used everywhere and inappropriately

5. THEREFORE…..
Disney undertook an extensive Brand Audit

6. As part of the Brand inventory
1) Disney complied list of all Disney
products( licensed and company
manufactured)
2) Collected data from all relevant point-
of-purchase
3) Collected data form merchandising

7. Also…..
Disney launched consumer research study to
understand what customers think about their Brand

8. Results of the survey...
• Disney characters were exposed everywhere
• How to negotiate with the merchandise, where to start the
deal?
• Customers felt Disney was diluting its brand value
• Childrens’ involvement in decision making also not important
now for parents
• Kids and parents have a strong bonding with Disney
characters, Disney should not have taken this carelessly

9. Where did Disney go wrong???
• Aggressive marketing efforts
• Written contracts and copromotions with many park participants
• Selling everything form diapers to cars to McDonald’s hamburgers

10. How Disney fought back !

11. 1. Manage a Brand Equity team to better manage brand franchise
2. Carefully evaluating all the licensing agreements and third-party opportunities
3. Ensured there is consistent image of FUN FAMILY ENTERTAINMENT
across all products and services

12. Finally Disney adopted a new brand mantra of
“FUN FAMILY ENTERTAINMENT” across all its products
and services

13. MOVIES
Source:http://www.disney.in/

14. ONLINE GAMES
Source: http://www.disney.in/

15. DIY CRAFTS
Source: https://family.disney.com/crafts

16. THEATRES & SHOWS
Source: http://www.officiallondontheatre.co.uk/news/latest-
news/article/item368766/european-premiere-of-new-disney-concert/

17. FOOD FESTIVAL
Beverage Boot Camp
Signature Dining
Cheese Seminars
Source: https://disneyworld.disney.go.com/events-tours/epcot/epcot-international-food-and-wine-festival/

18. Disney decided ….
• Said NO to a mutual fund in Europe
• Learnt not to cobrand with any financial institution
or banks
• Because it is not consistent with FUN FAMILY
ENTERTAINMENT
• Say no to every cobranding inconsistent with its
brand mantra

19. The main TWIST & TURN in Disney brand story
SUMMARY
•
Dilution of brand
value of Disney
Immediate action
taken by Disney to
collect insights on
customers’
perception about it
It revealed some
surprising findings
The Disney characters
were used everywhere
and hurting loyal
customer’s sentiments
Disney fought
back like a warrior
to kill this evil and
won triumph over
it

20. Learnings
• Companies should adopt a “Consistent Brand Image” so that customers do not get confused
• Adopt a point of differentiation like in this case FUN FAMILY ENTERTAINMENT which cannot be copied by any
other competitors in the industry
• Disney adopted a “Multiple frame of references” of FUN FAMILY ENTERTAINMENT and that made it easy for
them to enter into food, entertainment, and various other services sector
• Not only they adopted a positioning but also very well communicated the competitive frame of reference
• The used the exemplars of “Disneyworld” which is now a dream destination for may kids and their families
• Their target customers are just not kids but everyone who likes fun and entertainment irrespective of age and
gender

21. Disclaimer
Submitted by Sushma Banra, Roll no.Pgp30232, as a part of course, Brand
Management under the guidance of Professor. Sameer Mathur, Ph.D. (Carnegie
Mellon University) Marketing Professor (IIM Lucknow)