Case Name :      Modifying Merida: Disney’s 11th Princess

Authors :           Matthew Thomson, Seung Hwan (Mark) Lee, Nicole Schaad

Source :             Ivey Publishing

Case ID :            W13482

Discipline :        Marketing

Case Length :    03 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

When a well-known mass media corporation revises the image of a beloved and non-traditional movie character in a way that conforms to a physical stereotype, the female members of the viewing audience express their disapproval on a widespread scale. In the wake of the backlash, the company has a decision to make: Should it stick with the revised image, which has been deliberately redesigned to support an upcoming media campaign, or should it revert to the original image in order to appease the viewing public? The case presents both sides of the dilemma, revealing the psychological and commercial implications of using one image versus the other.