Disney Brand Positioning

126 CHAPTER 3 BRAND POSITIONING , BRANDING BRIEF 3-7 Disney Brand Mantra Disney unquestionable its brand mantra in response to its incredible growth throwgh licensing and harvest-tide development during the mid-1980s. In the late 1980s, Disney became con­ cerned that some of its characters, clutch Mickey Mouse and Donald Duck, were being used inappropriately and comely overexposed. To investigate the severity of the problem, Disney undertook an extensive brand audit. As overprotect going of a brand chronicle, it first compiled a list of ali Disney products that were uncommitted (licensed and company manufactured) and on the whole third-party promotions (complete with point-of-purchase displays and relevant merchandising) from stores across the country and all over the world. At the same time, Disney launched a major consumer question study-a brand exploratory-to investigate how consumers felt about the Disney brand.

The results of the brand inventory revealed some potentially serious problems: The Disney characters were on so many a(prenominal) prod­ ucts and marketed in so many ways that in some cases it was difficult to discern the rationale behind the deal to start with. The consumer study only heightened Disneys concerns. Because of the broad exposure of the characters in the mar­ ketplace, many COJlsumers had begun to feel that Disney Disneys brand mantra is fun family was exploiting its name. In some cases, consumers felt that the entertainment. LL. - I EL ~l w o llI. ::l 0 co .... 1 z r..-~, [) o t:r31 I...J :;;! C)),, ,;;; :r. 01 . ll~\ til (f Z ~ ~;I g (.l.. 0 w cr: ~ If you want to get a full essay, order it on our website: Ordercustompaper.com

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