CHAPTER 3 • BRAND POSITIONING
BRANDING BRIEF 3-7
Disney Brand Mantra
Disney developed its brand mantra in response to its incredible growth throwgh licensing and product development during the mid-1980s. In the late 1980s, Disney became con cerned that some of its characters, like Mickey Mouse and Donald Duck, were being used inappropriately and becoming overexposed. To investigate the severity of the problem, Disney undertook an extensive brand audit. As part of a brand inventory, it first compiled a list of ali Disney products that were available (licensed and company manufactured) and all 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 research 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 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 Disney's concerns. Because of the broad exposure of the characters in the mar ketplace, many COJlsumers had begun to feel that Disney Disney's brand mantra is "fun family was exploiting its name. In some cases, consumers felt that the entertainment."
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