Case on the Disney Brand
Key Words: Brand Extension, Expansion into New Geographies. Brand Culture, Brand Symbols, Semiotics Analysis.
Study of ‘Disney’: Strategies and factors that helped build the iconic brand.
Group 7 Archana Menon 2008 09 A Chandan Pansari 2008 12 A Ranjani Mani 2008 43 A Sumita Das 2008 55 A
INDEX
Introduction ..........................................................................................................................4 Licensing .................................................................................................................................4 Negative Effects of Licensing................................................................................................5 Brand Extensions and Diversifications......................................................................................6 Insights relating to Brand Extensions .......................................................................................6 Spillover Effects of Brand Extensions: ..................................................................................7 Diversification: Successful Examples ....................................................................................7 Negative effects of Brand Extension.....................................................................................8 Successful Expansions into new Geographies...........................................................................9 Avon’s Turn-around: A Case Study .......................................................................................9 Literature Review ................................................................................................................ 10 Disney – A Case Study............................................................................................................10 Brand Culture: ..................................................................................................................... 10 Brand Symbols
Study of ‘Disney’: Strategies and factors that helped build the iconic brand.
Group 7 Archana Menon 2008 09 A Chandan Pansari 2008 12 A Ranjani Mani 2008 43 A Sumita Das 2008 55 A
INDEX
Introduction ..........................................................................................................................4 Licensing .................................................................................................................................4 Negative Effects of Licensing................................................................................................5 Brand Extensions and Diversifications......................................................................................6 Insights relating to Brand Extensions .......................................................................................6 Spillover Effects of Brand Extensions: ..................................................................................7 Diversification: Successful Examples ....................................................................................7 Negative effects of Brand Extension.....................................................................................8 Successful Expansions into new Geographies...........................................................................9 Avon’s Turn-around: A Case Study .......................................................................................9 Literature Review ................................................................................................................ 10 Disney – A Case Study............................................................................................................10 Brand Culture: ..................................................................................................................... 10 Brand Symbols
References: Bill Capodagli, Lynn Jackson, McGraw Hill, 2007 60 15) http://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3 /2_3_97Disney.html “No Mickey Mouse Customer Service”, D. Service, Disney University, 1997 16) “Disney Reaches to Crib to Extend Princess Magic”, M Journal, November 19, 2007 17) “Marketing 9th Edition”, F