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A Mouse With A Character

 
Mickey Mouse or affectionately known as Mickey, has become the household name for Disney since this cartoon character was created in 1928. Throughout the years, Mickey has grown to become the most fun, entertaining and optimistic character that is well received by its target audience. Periodically, his physical appearance evolved to become the prominent cartoon character he is today. The silhouette of his face and ears, his red pants, gloves with distinctive lines and more was added to better position Mickey, leading to an ideal brand perception. How did Disney create a strong brand perception of Mickey via brand positioning? By making multiple, yet distinctive and consistent appearances in comic strips, motion pictures, TV programmes and even merchandise.
 

Mickey’s Evolution Through Time

Mickey’s first appearance with his white gloves was in the year 1929 to distinguish his hands from his body as they were both black in colour. Later on, when Mickey appeared in colour TV, three black lines were added on the back of the gloves to show a normal glove design. This has positioned Mickey better as the details given can be easily related by children.

Even adults were influenced when Mickey had more appealing changes in his appearance along the way. His pitch black eyes were also given more life by adding pupils when he appeared in The Pointer in 1939. Additionally, Mickey had a Caucasian skin coloured face and a pear shaped body. Tagging along in the 1940’s also was his trademark red pants plus the more distinguished ears that fit his body well. Mickey appeared more friendly with his improvised new look. The two round ears that were attached on the round head was created in a symmetrical way despite any direction his head was facing. They are generally in the same position as they are in a frontal view. The silhouette of his round head and ears became Mickey’s trademark and also Disney Company in general.

 
 

The Fun & Friendly Mouse

 
The new look for Mickey was positioned in a systematic process via TV programmes among others, in order for its target audience to grasp and acknowledge this change. Mickey’s new brand positioning was so unique that people around the world begun to perceive this change in a positive way portraying Mickey as the good-mannered and optimistic character who is loved by his friends.

Soon Mickey became easily recognisable even without the presence of his name but by just looking at the shape of his ears and face, red pants, gloves and his other distinctive elements. Even his voice is something the target audience will always remember which is shy and uniquely high-pitched.

 

A Well-Positioned Entertainment

 
Mickey had a very long journey since 1928, what more with his look sharpened to better position him in the children’s entertainment world. The influence the target market went through to create the right brand perception paid off when Mickey was identifiable just by the glimpse of his silhouette. With a consistent and systematic brand message or brand promise, you too can achieve the right brand positioning for your product. Mickey promises fun, entertainment and friendly brand positioning… does your brand have a distinctive brand positioning too?
 
 
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Disclaimer

peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand logo, brand colour, brand elements, brand slogan and brand category are properties of Brandington Sdn Bhd.

BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication which has not been authorised, sponsored or otherwise endorsed by the brands published in its articles.

The Mickey Mouse brand name, brand elements and other intellectual properties including but not limited to trademarks, service marks and trade names in connection with Mickey Mouse belong to The Walt Disney Company. Brandington Sdn Bhd disclaims propriety interest in the marks and names of others.

peopalove makes every effort to ensure the information in BRANDtalk is accurate during publication. This publication may include hyperlinks to other third party websites as a convenience to users. peopalove has no control or responsibility over the contents of these third party websites.

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