In a business-school class of mine, I once gave a presentation about The Walt Disney Company during which I specifically criticized the schizophrenia of the Disney trademark, and its image.
Being the iconoclast that I am, I conducted an informal experiment in which I asked my fellow students to write in one word what the Disney name means. And, just as I expected, a wide variety of responses was given, even though, as a trademark, the Disney name really needs to "own" something in particular. And, most importantly, the ideas associated with the trademark should not conflict with each other. So, in just one word, with what is Disney synonymous?