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Disney Brand Mantra
Created By:-
Deepak Yadav
PGP01002
IIM Sirmaur 1
2
It all Started with a Mouse..
3
“The mission of The Walt Disney Company is to be one of
the world’s leading producers and providers of
entertainment and i...
Disney’s Famous
Characters
5
6
Fascinating..
So what’s the Problem?
7
Over exposer and Inappropriate use of Disney’s
Characters
Brand Audit and consumer perception study was
conducted by Disne...
Main Issue
• Disney’s Character were being
used to market almost
everything without any
Discerning rationale
• Disney was ...
So what’s the
Solution?
10
Is Brand Mantra the solution?
11
What is Brand Mantra?
A Brand Mantra is a short, three to five word phrase that captures the
irrefutable essence or sprit ...
Some Brand Mantras and Taglines
13
Brand Mantra of Disney
Emotional
Modifier
• Fun
• Giving
consumers great
amount of
happiness
Descriptive
Modifier
• Family...
Magical
Customer
Experience
Superiority
in terms of
services,
quality and
technology
Family Fun
entertainment
experience
N...
Disney’s Decision
• Said NO to a Mutual fund in Europe because that were not consistent with the
Disney’s brand Mantra
• L...
Print Advertisements
All Print ads for all Disney
products/services are align
with its Brand Mantra i.e.
“Fun, family and
...
Disney’s Social Media Presence
18
19
Summary..
• Disney adopted a “Multiple frame of Reference” of “FUN FAMILY ENTERTAINMENT” for all
products/Services.
• Disn...
These Slides have been created during the part of PGP Course, Brand Management,
at IIM Sirmaur, taught by Prof. Sameer Mat...
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Disney Brand Mantra

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Publié le

Brand Management Individual Assignment
Created By: Deepak Yadav

Publié dans : Formation
  • The slide regarding Brand Mantras seems to be incorrect. Though BMW and NIKE are believable. I find it hard to believe that Coca Cola's brand mantra is 'Sharing Happiness Tasty' and Apple's 'Smart Technologic - Listen to Music'. These particular mantras don't even fit in with the Emotional, Descriptive and Function framework... Funnily enough, a cursory google search brings up the exact same slide multiple times.
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Disney Brand Mantra

  1. 1. Disney Brand Mantra Created By:- Deepak Yadav PGP01002 IIM Sirmaur 1
  2. 2. 2
  3. 3. It all Started with a Mouse.. 3
  4. 4. “The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world”. Mission Statement 4
  5. 5. Disney’s Famous Characters 5
  6. 6. 6
  7. 7. Fascinating.. So what’s the Problem? 7
  8. 8. Over exposer and Inappropriate use of Disney’s Characters Brand Audit and consumer perception study was conducted by Disney to investigate “How consumers feel about Disney’s Product?” Disney Exploiting its Brand Name 8 Oh My God!!
  9. 9. Main Issue • Disney’s Character were being used to market almost everything without any Discerning rationale • Disney was Disney, wherever they saw. It impacted the brand equity of Disney as customer felt it was hampering the relationship they ad with the brand 9
  10. 10. So what’s the Solution? 10
  11. 11. Is Brand Mantra the solution? 11
  12. 12. What is Brand Mantra? A Brand Mantra is a short, three to five word phrase that captures the irrefutable essence or sprit of the brand positioning. It is similar to core brand promise - Kevin Lane Keller Brand Mantra is not a Tagline “A catchphrase or slogan, especially as used in advertising” 12
  13. 13. Some Brand Mantras and Taglines 13
  14. 14. Brand Mantra of Disney Emotional Modifier • Fun • Giving consumers great amount of happiness Descriptive Modifier • Family • It aims to deliver a marvellous experience to entire family Brand Function • Entertainment • Disney aims at delivering quality entertainment to masses 14
  15. 15. Magical Customer Experience Superiority in terms of services, quality and technology Family Fun entertainment experience Nostalgia, every adult is grown up kid Unique Services and content Social Messages Positioning of Brand 15
  16. 16. Disney’s Decision • Said NO to a Mutual fund in Europe because that were not consistent with the Disney’s brand Mantra • Learnt not to cobrand with any financial Institution or Banks • Said No to every Cobranding inconsistent with its Brand Mantra 16
  17. 17. Print Advertisements All Print ads for all Disney products/services are align with its Brand Mantra i.e. “Fun, family and Entertainment” 17
  18. 18. Disney’s Social Media Presence 18
  19. 19. 19
  20. 20. Summary.. • Disney adopted a “Multiple frame of Reference” of “FUN FAMILY ENTERTAINMENT” for all products/Services. • Disney also well communicated the competitive frame of Reference • Disney decided to say no to all opportunities if they were not consistent with the brand mantra. • Create a point of difference to associate customers strongly with the brand • Companies should adopt a “Consistent Brand Image” so that customers do not get confused 20
  21. 21. These Slides have been created during the part of PGP Course, Brand Management, at IIM Sirmaur, taught by Prof. Sameer Mathur, IIM Lucknow. Created By: Deepak Yadav PGP01002 IIM Sirmaur Disclaimer 21 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2009 – 2013 Marketing Professor 2013 – IIM, Lucknow

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