IMM Assignment
The walt DISNEY COMPANY case study
Disney is one of the world’s largest companies and is involved in lots of different entertainment businesses. Media, movies, television, theme parks, resorts, and retail are just some of the variety of businesses Disney works in, they are one of the leaders in each of those categories.
The Walt Disney Company works as a diversified amusement company worldwide. The corporation 's Media Networks sector contains networks of Internet, mobile operations, radio and television. The Walt Disney Company 's Parks and Resorts sector holds and controls the Walt Disney.
The Walt Disney Company maintain complex branding, such as ESPN, Walt Disney Animation Studios, Pixar Animation Studios, Disneyland Park and so on. It is challenging for Disney to manage ranges of brands. Disney should well manage or simplify the branding, such as collapsed some brands and remain the others in order to keep the Disney family brand remain a clear and distinguish image.
Disney is different. No competitor in the entertainment industry can evoke the wholesome family goodness of Disney. Having said that, Disney took a unique positioning compared to its main competitors and has worked continually using careful brand management to maintain its image. Its founder aimed to create universal timeless entertainment that could be enjoyed by the whole family. Disney products create a “warm, safe, and family-oriented” feeling. Over the years, Disney maintained and developed this image by attempting to retain control over the complete entertainment experience. First, cartoons, unlike actors, could be perfectly controlled to avoid any negative imagery. Second, the company tried to have full ownership of most operations involved with its products and services. For example, Disney was quick to buy back virtually all operations within the Disneyland theme park. They also vertically integrated and brought the distribution channel in house. Lastly, Disney understood that
Disney is one of the world’s largest companies and is involved in lots of different entertainment businesses. Media, movies, television, theme parks, resorts, and retail are just some of the variety of businesses Disney works in, they are one of the leaders in each of those categories.
The Walt Disney Company works as a diversified amusement company worldwide. The corporation 's Media Networks sector contains networks of Internet, mobile operations, radio and television. The Walt Disney Company 's Parks and Resorts sector holds and controls the Walt Disney.
The Walt Disney Company maintain complex branding, such as ESPN, Walt Disney Animation Studios, Pixar Animation Studios, Disneyland Park and so on. It is challenging for Disney to manage ranges of brands. Disney should well manage or simplify the branding, such as collapsed some brands and remain the others in order to keep the Disney family brand remain a clear and distinguish image.
Disney is different. No competitor in the entertainment industry can evoke the wholesome family goodness of Disney. Having said that, Disney took a unique positioning compared to its main competitors and has worked continually using careful brand management to maintain its image. Its founder aimed to create universal timeless entertainment that could be enjoyed by the whole family. Disney products create a “warm, safe, and family-oriented” feeling. Over the years, Disney maintained and developed this image by attempting to retain control over the complete entertainment experience. First, cartoons, unlike actors, could be perfectly controlled to avoid any negative imagery. Second, the company tried to have full ownership of most operations involved with its products and services. For example, Disney was quick to buy back virtually all operations within the Disneyland theme park. They also vertically integrated and brought the distribution channel in house. Lastly, Disney understood that
References: DREW, A. (2006) DEMC E-Magazine. 5 Secrets to Walt Disney World 's Success [Online] Available from: http://www.demc.com/artman/publish/article_130.shtml [Accessed: 14th January 2015] CLAVE, A. (2007) The global theme park industry. SMITH, D. and CLARK S. (2002) Disney. The first 100 years, Disney Editions, New York. KELLER,K. (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity –Global Edition, 4th Edition, Pearson Prentice Hall, United States SCRIBD.(2008) How market research supports the new product development process