Disney- A Brand Management Perspective
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The document discusses the brand Disney. It provides a brief history of Disney from its founding in 1923 through key milestones like Steamboat Willie in 1928 and opening of Disneyland in 1955. Disney's business segments are outlined including media networks, parks and resorts, studio entertainment, consumer products and interactive media. The mission, value proposition and positioning statements focus on providing magical, fun experiences for children and families. Key aspects of Disney's consistent, enduring and distinctive brand personality are also summarized.
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![Brand: Disney
The Walt Disney Company, founded on October 16, 1923, is an
American diversified multinational mass media and entertainment
enterprise.
1928:
Brand Management 2
Variety Magazine:
[Steamboat Willie] represents a
high order of cartoon ingenuity,
cleverly combined with sound
effects.
The Union brought laughs galore.
Giggles came so fast at the Colony
[Theatre] they were stumbling over
each other."](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Disney- A Brand Management Perspective
- 1. BRAND MANAGEMENT Positioning and Brand Personality Team Curfew Rohan S Telang Nikita Agrawal Ankita Agrawal Deepika Murthy Deepthi Prasad
- 2. Brand: Disney The Walt Disney Company, founded on October 16, 1923, is an American diversified multinational mass media and entertainment enterprise. 1928: Brand Management 2 Variety Magazine: [Steamboat Willie] represents a high order of cartoon ingenuity, cleverly combined with sound effects. The Union brought laughs galore. Giggles came so fast at the Colony [Theatre] they were stumbling over each other."
- 3. Brand: Disney 1934-1954 • Snow White and the Seven Dwarfs • Pinocchio • Fantasia • Bambi • Cinderella • Peter Pan • Treasure Island • Robin Hood Brand Management 3
- 4. Brand: Disney Brand Management 4 1955: Disney Land
- 5. Brand Offerings: Disney Brand Management 5 The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with the following business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media
- 6. Brand: Disney Mission The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. Brand Management 6
- 7. Value Proposition “To provide magical, fun filled, lifetime experiences and entertainment to children of all ages and the world at large” Brand Management 7
- 8. Positioning Statement “To children, friends and family all over the world Disney is an entertainment and media company that combines products, services and experiences across many sectors such as amusement parks, animation, media, toys, clothing and games that wants to preserve the magic of childhood in an era of low creativity, high stress, and social disparity, that’s because we have a dedicated, creative and fun loving team of professionals, working relentlessly since our inception” Brand Management 8
- 9. Brand Personality: Consistent, Enduring, Distinctive Attitude Fun filled, Caring, Full of Imaginative Creativity, High Moral Sense Behaviour Humorous, Attention Grabber, Unpretentious, Spirited, Full of Laughter Physical Characteristics Young, Animated, Glistening Brand Management 9
- 10. Brand Personality: Acid Test Consistent Every Disney offering is about Magic, Fun and Entertainment Distinct Mission: The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. Enduring • What better symbol of endurance through the years than Micky Mouse • It has always been about Magical and Entertaining experiences • Coined by Walt Disney: Safety / Courtesy / Show / Efficiency Brand Management 10
- 11. Brand Prism Brand Management 11 Physique: Colourful Animated Young Personality: Glistening Inspirational Relationship: A great story teller, imparting values and virtues to children. A reminisce of childhood to other family members. Culture: Moral values, Safety, Honesty, Integrity Reflection: The child in everyone Self-Image: A feeling of a great childhood
- 12. Brand Perception Map Brand Management 12 Quality Value for Money EntertainmentSober DisneyWarner Bros.
- 13. Competitive Brand: Warner Bros. Brand Management 13 Warner Founded in April 4, 1923 by the Warner Brothers. An entertainment company involved in feature film, television and home entertainment production and worldwide distribution of DVD and Blu-ray, digital distribution, animation, comic books, product and brand licensing and broadcasting. Responsibility “A History of Creativity. A Commitment to the Community”
- 14. Brand Offerings: Warner Bros. Brand Management 14 Warner Bros. Animation Group
- 15. Brand Offerings: Warner Bros. Brand Management 15 Warner Bros Picture Group
- 16. Brand Offerings: Warner Bros. Brand Management 16 DC Comics Warner Bros Television Group Merchandising of Souvenirs
- 17. Brand Personality: Comparative Analysis Brand Management 17 Personality Attributes Disney Warner Bros. Attitude Fun filled, Caring, Full of Imaginative Creativity, High Moral Sense Money Minded, Quality Driven Behaviour Humorous, Unpretentious Spirited, Attention Grabber, Full of laughter Bold, Straightforward, Articulate Physical Characteristics Young, Animated, Glistening Adult, Sophisticated