The document summarizes key information about the Disney brand, including its mission to balance business goals with environmental stewardship. It discusses Disney's history from its founding in 1923, major divisions and characters. Disney's brand image centers around youth, fun, and happiness. The document also outlines Disney's marketing mix, product differentiation, advertising strategies, competitive analysis, strengths, weaknesses, opportunities and threats. Finally, it proposes that Disney's brand mantra should be "Fun Family Entertainment" to consistently represent the essence of providing a magical experience for people of all ages.

1. Disney Brand Mantra

2. Mission statement
“Walt Disney Company is committed
to balancing environmental
stewardship with its corporate goals
and operation through out the
world”.
“To make people
happy ”
Vision statement

3. Some historical clues…
 Founded by Walt Disney
 Established in 1923
 Headquartered in California, USA
 Currently world’s largest conglomerate in terms of
revenue.

4. History…
1. 1923–1928: The silent era
2. 1928–1934: Mickey Mouse and Silly Symphonies
3. 1934–1945: Snow White and the Seven Dwarfs and
World War II
4. 1946–1954: Post-war and television
5. 1955–1965: Disneyland
6. 1966–1971: The deaths of Walt and Roy Disney and the
opening of Walt Disney World
7. 1972–1984: Theatrical malaise and new leadership
8. 1984–2004: The Eisner era
8.1 "Save Disney" campaign and Eisner's ouster
9. 2005–present: The Iger era

5. Consumer
Brand Equity
Salience
100% Brand Awareness
Feelings
Warmth, excitement,
loving, fun, happy, joy
Resonance
Disney fans club
Disney Loyalty
Image
Fun, Family, Unique, Magical
Performance
High Quality Products and Services,
Always Enjoyable
Judgement
Mostly favourable
opinions of Disney Brand

6. Divisions o The Walt Disney Studios
o Disney Media Work
o Walt Disney Parks and
Resorts
o Disney Interactive Media
Group
o Disney Consumer Products

8. CHARACTER
Mickey
Mouse
Princesses Jimmy
Cricket
Goofy
Tinkerbelle
THEME PARKS
Magic
Kingdom Walt
Disney
World
Orlando,
Florida
Disneyland,
Paris
MOVIES
The Lion
King
Toy
Beauty &
the Beast
Pirates of the
Caribbean
The Fox and
the Hound
BRAND IMAGE
YouthfulMagic
Fun
Man and
the Mouse Expensive
Walt
DisneyHappy
Customer
Awareness
Brand
Network

9. LOCATION MAP
Disney Resorts:
1. California
2. Florida
3. Tokyo
4. Hong Kong
5. Paris

10. Marketing Mix
Place Promotion Price
The stores are located in
malls and super centres, in
urban locations in order to
for them to be visible, and
they are nationally located
within their theme parks
where they will be heavily
sought after by eager
vacationing families.
Every aspect of Disney promotes not only
itself but every other aspect as well in a
circular rotation and, as Roy Disney was
quoted earlier, “keeps [consumers] Mickey
Mouse minded. Since Disney is a family
oriented company they want to be able to
attract families of median incomes.”
The prices for admission are
subject to the seasons. Disney
ads on television are often
seen offering packages for
“round trip airfare for cheap,”
“kids fly free,” and
“hotel packages” all to attract
consumers

11. Disney
Product Differentiation
Additional brands such as ESPN, Miramax, Pixar
and touchstone
Stores located in malls and public centers to be
visible and accessible by public
Walt Disney studio produces films through imprints
Walt Disney pictures, Disney animation, and Pixar,
and its marvel entertainment a top comic book
publisher and film producer
Walt Disney parks and resorts operates the
company’s popular theme parks including Walt
Disney world and Disney land
The Multiplan allowed the animator to re-use the
same background, foreground, or any elements not
in motion, saving hours of labour
Focused
differentiation

12. Advertising
Give a Day. Get a
Disney Day
This is a special promotion
by Disney and it allows a
Disney guest to redeem a
free ticket in exchange for
proof of community
service.
People love to be involved
with positive organizations

14. Competitive
Analysis
Film, TV, cable TV, publishing, Internet
More than a third of revenues comes from cable TV
Struggling with AOL business
More diversified
Travel and tourism industry very hurt
Film, TV, publishing
Hard hit by the declining newspaper industry and
declining ads revenues on TV
Downsizing in 2009
Change in executive leadership in 2009
Focused on TV
Multiple channels, mass audience, ads across channels
Ads account for more than 65% of sales
Focusing on international markets for growth

15. STRENGTHS
Strong Product Portfolio
Popular Characters
Synergy among business
divisions
High Brand Awareness
Diversified business
Localization Of Products
Internal
WEAKNESSES
High dependence on income
from North America
Frequent change in
top management
Limited range of target audience
External
OPPORTUNITIES
Growth of entertainment,
Disney music channel
Disney school of management
and technology
Expansion of movie production
to new countries
Target new customers group
THREATS
Intense Competition
(Nickelodon, CN)
Increasing Piracy
Strong growth of online TV &
movie rental
SWOT

16. Disney Characters: Over Exposed
What do consumers think about disney characters?
• Difficult to discern the rationale behind so many marketing strategies
• Broad exposure of disney characters has made consumer feel that disney is exploiting its
brand name
• Consumers feel that characters add little value to their products
• Involves children in irrational purchase decision

17. Brand Audit
Consistent
Image for
Disney
Fun Family
Entertainment
Internal Brand
Mantra
Not consistent with
brand mantra?
No
Association!!

18. Brand Mantra
A brand mantra is a short, three to five word phrase
that captures the irrefutable essence or spirit of
the brand positioning.
Ensures that all employees and external marketing
partners understand what the brand most
fundamentally is to represent to consumers so they
can adjust their actions accordingly.

19. Fun Family Entertainment
Fun Family Entertainment
Gives consumers a great
moment of happiness by
skyrocketing them into a
magical and fancy world
Any family who wants to
live a marvelous experience
has definitely to see a
Disney movie or to buy a
Disney toy to remind this
unforgettable moment.
It is the essence of
Disney, the core-value
and what makes the
company fighting against
competitors

20. Summary
• Disney is a leading entertainment and media
enterprise
• The company realized the importance of brand
mantra and of acting to maintain a consistent
brand image
• Thus, they adopted: Fun Family Entertainment
• Walt Disney strives to be the world’s most
famous entertainment company by creating an
amazing experience for individual of all ages

21. Disclaimer
These slides were made by Sumedha Mittal as the project
assignment for the PGP course Brand Management taught by Prof.
Sameer Mathur at IIM Lucknow.
Thank You