Brand Management Individual Assignment Created By: Deepak Yadav

1. Disney Brand Mantra
Created By:-
Deepak Yadav
PGP01002
IIM Sirmaur 1

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3. It all Started with a Mouse..
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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
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5. Disney’s Famous
Characters
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7. Fascinating..
So what’s the Problem?
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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
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Oh My God!!

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
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10. So what’s the
Solution?
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11. Is Brand Mantra the solution?
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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”
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13. Some Brand Mantras and Taglines
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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
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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
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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
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17. Print Advertisements
All Print ads for all Disney
products/services are align
with its Brand Mantra i.e.
“Fun, family and
Entertainment”
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18. Disney’s Social Media Presence
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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
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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
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Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2009 – 2013
Marketing Professor 2013 –
IIM, Lucknow