I never said that any executives had to be aware of how recognizable a property is in order to be convinced of such an argument.
In fact that's probably a big part of why such properties are so inaccurately adapted. Someone pitches a project based on an obscure existing brand name, then changes a lot in an attempt to make it appeal to a much larger audience because
it's obscurity would seem to indicate that in it's current form means it's too niche to be a mainstream hit. I mean, Big Hero 6 wasn't marketed as a Marvel film after all.
I wouldn't be surprised if Big Hero 6 started out as an original super hero film, but didn't get approved by execs (what, given that they already had the Incredibles and owned Marvel Studios) until it was named for a Marvel Property.