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Overexposure
and
Inappropriate Use of Characters
Brand Audit & Consumer
Perception Study Conducted…
…Disney Exploiting
its Name???
For Consumers,
Disney was DisneyWherever they saw
All Products & Services having
Disney’s name or characters
impacted Disney’s Brand Equity…
…So, What’s the
Solution???
Brand Mantra…
…Essence of Brand
Positioning
…Heart & Soul of Brand
in 3-5 words
…Consistent Image
across Products & Services
…Not just a Tagline
Designing a Brand Mantra
Brand Function –Nature of Product or Service
Descriptive Modifier –Further clarifies the Nature
Emotional Modifier –Provides another Qualifier
Disney’s
Brand
Mantra
Brand Function
Relates to the higher-order experience or
benefits that Disney wants to deliver
Disney’s
Brand
Mantra
Descriptive Modifier
Disney’s entertainment is not just any kind
but only Family-oriented
Disney’s
Brand
Mantra
Emotional Modifier
How exactly does Disney provide its benefits
and in what way – it has to be FUN
Inspire
• Personally Meaningful to…
• Relevant to…
• Tap into higher-level meaning with…
…Employees & Consumers
Brand Mantrahelped Disney to set its Boundaries &
Screen Future Ventures
Opportunities,
however
appealing, were
Rejected if
Inconsistent with
the Brand Mantra
Disney declined to co-brand a Mutual Fund
Although it had Family
Associations…
…Mutual Funds are
rarely intended to be
ENTERTAINING!!!
In ConclusionDisney used its Brand
Mantra to define its boundaries &
Present a
Consistent Image to its Consumers
across its Products & Services