Professional Documents
Culture Documents
Wal Tdisney Company
Wal Tdisney Company
"any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy
A Brand is a Living entity and its undermined or enriched cumulatively over time the product of 1000 small gestures. - Michael Eisner Ex. CEO Disney
Welcome to the
More based on money, less on family Expensive Movies Disney World Childhood Disney Land
Suggestions
Dont compromise image Broaden target audience to include older demographic
Disney
Studio Entertainment
7 Distributors Including: Walt Disney Pictures Touchstone Pictures Miramax Films Animation Based 10 Theme parks
Classic and whimsical Vacation destination
Universal Studios
Universal Pictures Universal Studios Focus Features Universal Kids Non-Animation 3 Theme parks
Current, modern, action packed
Warner Brothers
7 Distributors Including: Warner Brothers Pictures Castle Rock Classic MGM Animation Based Licensing with Six Flags Day trip None of their own US and Canada
2 Continents
Consumer Products
Apparel, toys, home dcor and books to interactive games, foods and beverages, electronics, fine art
Looney Tunes, Mad Magazine, Hannah Barbara, Cartoon Network, classic and contemporary film characters
The Disney brand is so extensive that competitors have a hard time competing
vast array of services and products
Cinderella's Castle Disneys brand easily recognized when applied Competitors lack strong associations
Disney Online
Where the Magic Comes to You
When you wish upon a star, Its a Small World Mickey Mouse March.
Packaging Consistent whimsical and magical themes Compelling graphic design, in-store displays
Capture magical Disney content and bring products to life retail environment Works to promote happiness, fun, and nostalgia in marketplace
Brand identified with the appropriate form of the logo, good visual description, bright colors Movie Packaging most easily identified
One-to-One marketing
Enhance customer service and gain customer loyalty Rewarding experience with Disney
Licensing
Grocery stores Retail stores The Disney Store Restaurants
Channels of Distribution
Disney Store Disney Online Shopping Gift shops in theme parks
Walt Disney Parks and Resorts: Disneyland Resort | Walt Disney World Resort | Tokyo Disney Resort| Disneyland Resort Paris | Hong Kong Disneyland Resort | Disney Cruise Line | Disney Regional Entertainment | Walt Disney Imagineering
Publishing Assets: Disney Adventures | ESPN The Magazine | Hyperion Interactive Assets: Disney.com | ABC.com | ABCNews.com | ESPN.com | Buena Vista Games | Go.com | Movies.com Buena Vista Music Group: Walt Disney Records | Lyric Street Records | Hollywood Records | Mammoth Records Buena Vista Motion Pictures Group: Buena Vista Distribution | The Walt Disney Studios | Walt Disney Pictures | Walt Disney Feature Animation | Touchstone Pictures | DisneyToon Studios | Pixar Animation Studios | Miramax Films | Miramax Family Films | Hollywood Pictures
ABC owned Television Stations: KABC | KFSN | KGO | KTRK | WABC | WJRT | WLS | WPVI | WTVD | WTVG American Broadcasting Company: ABC1 | ABC Family | ABC News | ABC News Now | ESPN on ABC ESPN Networks (80% owned): ESPN | ESPN2 | ESPNEWS | ESPN Classic | ESPNU | ESPN Deportes | ESPN HD | ESPN2 HD | ESPN Now | ESPN Plus | ESPN PPV | ESPN360
Other Cable Television Networks: Disney Channel | Jetix | SOAPnet | Toon Disney | A&E Television Networks (37.5%) Television Production and Distribution: Buena Vista Television | Touchstone Television | Walt Disney Television | Walt Disney
Television Animation Radio Stations: KABC | KDIS | KDIS | KDIZ | KESN | KGO | KKDZ | KLOS | KMKI | KMKY | KQRS | KSCS | KSFO | KSPN | KSPN | KTYS | KXXR | WABC | WBAP | WDRQ | WDVD | WEAE | WEPN | WFDF | WGVX | WGVY | WGVZ | WJR | WJZW | WKHX | WLS | WMAL | WMKI | WMVP | WPLJ | WRQX | WWMK | WYAY | WZZN
Radio Networks: ABC News & Talk | ABC News Radio | ABC Radio (sale to Citadel Broadcasting pending) | ESPN Radio | ESPN Deportes Radio | Radio Disney
Conclusion
Wholesome, Family, Fun Entertainment Strong brand imagery Well-defined brand elements Continually redefine and expand positioning
Walt Disney
Epitomizes what combination of Personality & Presence can do : 1.Substantial Market Share in animated features & theme parks 2.Premium prices : merchandise/ theme parks /hotels 3.Track record of extending the brand to new products 4.New markets : 8 to 80 years 5.New geographic areas
Name
Brand
Awareness Purchase & Traffic Distinctive Value Proposition Consistent delevery Communications aligned with delevery Loyalty Premium prices
Power Brands
Nike Coke BMW Levi Mc Donalds Disney IBM Marlboro Mercedes Sony
Distinctive product Consistent delivery Alignment between Communication & delivery + Personality & Presence