| Brand positioning is aimed to create a perception of the brand in consumers’ minds. Well-managed brand positioning will lead to positive brand perception which in return can affect consumers’ brand preference. In order to create strong brand positioning, consistency in positioning effort is essential. Mickey Mouse always appears as a pleasant and cheerful cartoon character in his cartoon series like The Gallopin Gaucho, Jungle Rhythm, Wild Waves and more. This helped to gain mind share from the consumers as the formation of favourable brand perception has become easier.
Besides his characteristics, consistency can also be found in Mickey Mouse’s brand identity including the brand colours, brand jingles and other brand elements. The three circles logo which represents Mickey Mouse’s ears and face can regularly be seen in his cartoon series as well as his merchandises. As part of his brand consistency, the Mickey Mouse character also usually appears in black with his white gloves, the red pants and the yellow shoes. All these have played an important role in strengthening the brand perception of Mickey Mouse in the consumers’ minds.
Known to be the first can also help a brand to top consumers’ brand recall list. This is because people normally will remember the first brand rather than the second or the rest in a certain category. When a brand is positioned correctly in its category, the brand enjoys the advantage to shape the brand perception which only belongs to the brand itself. Mickey Mouse is the main character in Disney’s first sound cartoon, Steamboat Willy. This has made him strongly rooted in consumers’ memory where the name of Mickey Mouse is always associated with Disney. And the animators, Walt Disney and Ub Iwerks, were also honoured with an Oscar in 1932 for the creation of Mickey Mouse. All these have helped to reinforce the brand perception of Mickey Mouse who became the widely recognised signature character of Disney.
|
