BRAND POSITIONING 1. DISNY Disny developed its brand msntra | Busines Administration forum

BRAND POSITIONING

1. DISNY

Disny developed its brand msntra in response to its incredible growth through licensing and product development during the mid-1980s. In the late 1980s,Disney became concerned that some of its character, such as Mickey Mouse ans Donald Duck, were being used inappropriately amd becoming overexposed. The characters were on so many products and marketed in so many ways that in some cases it was difficult to discern what could have been the rationale behind the deal to start with. Moreover,because of the broad exposure of the characters in the market - place, many consumers had begun to feel Disney was exploting its name.