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Credit: Pixabay | @gullahAmidst a class action lawsuit, streaming service losses, and Floridian politics, it’s a question of whether Disney at Dollarama liquidates brand value or offers better access to everyday magic and beloved characters.
Disney at Dollarama Improves Accessibility
Disney at Dollarama isn’t unusual, and it’s certainly not the only company that licenses out to the affordable store. It can help improve access to Disney gear. Martha Stewart and Betty Crocker make the list of big-name brands the shopping center provides.
The presence (and popularity) of icons like Crocker or Disney shows that it isn’t impacting the perceived quality of the name. But it also isn’t without risks. Cost-effectiveness isn’t the same as a ‘cheap’ item, yet that isn’t always the perception. Disney even hired its first-ever Chief Brand Officer.
Disney at Dollar Stores: Impacts on Brand Identity
It’s called the cost-benefit fallacy, meaning consumers associate higher prices on goods with greater quality. That said, Disney has its liquidation auctions, calling itself “One of the world’s biggest and most recognizable companies,” so seeing Disney at Dollarama isn’t a real shock.
The Sorgem Evaluation is a reputable way of assessing brand damage potential. It says that situations of unfair competition or unlawful imitation can hurt brands. But Disney at Dollarama is all licensed and above board, so its chances of causing brand damage are virtually non-existent. The presence of the logo at more locations can help the brand.
@erinbarker Dollarama Brand Name finds – KIDS STUFF! I’m constantly surprised by the amount of great brand names I find at Dollarama. These move quickly though, so the trick is to visit often 😉 #dollarama #dollaramafinds2023 #dollaramafinds #summer2023 #🇨🇦 #personalshopper #shoppingaddict
A Mickey Mouse-themed cup doesn’t replace a trip to the theme park, but it can add to the dream and drum up even more hype. Getting a gift bag or party merch with Moana or Encanto on the cover won’t replace the movie. It reinforces the film; and, if anything, drives viewers to revisit old favorites and discover new material.
What do you think about seeing Disney products at Dollarama? Positive name recognition or damage to the brand? Share your thoughts in the comments below!