Case on the Disney Brand

Topics: The Walt Disney Company, Walt Disney Parks and Resorts, Walt Disney Pages: 48 (14185 words) Published: February 23, 2010
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 ..................................................................................................................... 12 Benefits from Brand Symbols.................................................................................................12 Scope of the Project ............................................................................................................. 18 Project Objective: ..................................................................................................................18 Research Objectives: .............................................................................................................18 Research Methodology:.........................................................................................................19 Research Tools: .....................................................................................................................19 Content Analysis ....................................................................................................................19 Semiotic Analysis ...................................................................................................................19 Expected Outcome: ...............................................................................................................20 Time line: ..............................................................................................................................21 The Disney Brand ................................................................................................................. 22 Brand Extension at Disney.................................................................................................... 23

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Expansion across Geographies.............................................................................................. 29 Introduction: .........................................................................................................................29 Disney:...

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
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