Disney Brand Positioning

 Disney Manufacturer Positioning Composition

126

PHASE 3 • BRAND SETTING

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BRANDING QUICK 3-7

Disney Brand Mantra

Disney produced its manufacturer mantra reacting to its incredible progress throwgh certification and product development during the mid-1980s. In the late eighties, Disney started to be con­ cerned that a number of its characters, like Mickey mouse Mouse and Donald Sweet, were being employed inappropriately and having overexposed. To check into the severity of the trouble, Disney undertook an extensive manufacturer audit. As part of a brand inventory, it 1st compiled a listing of ali Disney products which were available (licensed and business manufactured) and everything third-party offers (complete with point-of-purchase exhibits and relevant merchandising) coming from stores across the country and all over the world. At the same time, Disney launched a main consumer exploration study-a manufacturer exploratory-to check out how consumers felt regarding the Disney brand. The results of the brand inventory unveiled some possibly serious problems: The Disney characters were on numerous prod­ ucts and marketed in numerous ways that occasionally it was difficult to discern the rationale behind the offer to start with. The consumer study just heightened Disney's concerns. Due to broad publicity of the character types in the mar­ ketplace, many COJlsumers experienced begun to feel that Disney Disney's company mantra is definitely " entertaining family was exploiting thier name. In some cases, buyers felt which the entertainment. "

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