Brand narratives under constraint: normative ambivalence and feminist performativity in the Disney Princess Franchise

Purpose This study aims to examine how inconsistencies emerge when brands integrate feminist values into their narratives and how managers can mitigate these tensions. Using the Disney Princess Franchise as a case study, it investigates the coexistence of feminist ideals and hegemonic norms within brand storytelling. Design/methodology/approach A comparative analysis of nine Disney Princess films was conducted and situated within the four waves of feminism. Drawing on performativity theory, the analysis examined verbal, textual and visual content. Data triangulation involved 764 expert reviews and 540 audience reviews from Rotten Tomatoes, 1,046 pages of media articles and secondary interviews with filmmakers. Findings The findings reveal persistent normative ambivalence across four dimensions: body materiality, performative acts, social engagement and life projects. Greater diversity, independence, leadership and community engagement coexist with enduring hierarchies, Eurocentric beauty ideals and traditional standards of success and desirability. This tension results in performative rather than substantive narrative change, creating inconsistencies in the brand’s feminist positioning. Practical implications Managers can use the four dimensions to assess whether feminist values extend beyond diverse representation to characters’ appearances, actions, relationships and aspirations. This assessment helps identify contradictions between empowerment messages and restrictive gender norms while narratives are still in development. Originality/value This study applies feminist theories to brand narrative change. It shows how balancing change with hegemony produces normative ambivalence and identifies performative narrative change as a new form of brand risk.