Advertising,  Brand  Image  &  Cultural  Space  ADVT13-­‐101    

M a d i s o n   W a l l a c e  

SID:  13220273  

 

Walt  Disney  

Cherise  Hoefler  

Introduction: The Walt Disney Company, founded by Walt Disney and Roy Disney in 1923,

is one of the worlds leading producers and providers of entertainment and

information, in terms of revenue. Disney established itself as a leader in the

American animation industry before diversifying into live-action film production,

television, and theme parks. The Disney brand represents a rich legacy of

quality creative content and exceptional storytelling. The company became

involved with more media opportunities such as television, music, live action

filing and distribution, along with animated movies and theme parks. (The

Walt Disney Company, 2014) Today, Disney is able to use its assortment of

brands and business unites to support one another and cross-brands through

various promotions, with an estimated assets worth of $87.3.5 billion. (Forbes,

2014)

Brand Value: Disney is a top of mind brand under their market category, meaning

customers actively search Disney brand goods. The Disney brand stands

unique because it manages such a strong collection of brand characters. The

characters, especially Mickey Mouse, along with Walt Disney himself help to

give the Disney brand almost a human personality. Through the brilliant

execution of these elements, Disney is highly ranked in brand depth and value.

The Disney brand is the leading asset to the company and based on the

brands reputation, their market value will continue to grow. (The Walt Disney

Company, 2014)

Disney remains the frontrunner in fostering family values and creating a safe-

haven for children, while delivering an unmatched customer experience.

(Forbes, 2014) Disney is ultra customer-centric, on a mission to make dreams

come true for their customers.

These brand values and their associations work together to make up a

complex network that is represented by the Disney brand and consumers

minds.

Brand positioning: Disney is associated with fun and excitement as a brand dedicated to

providing entertainment. However, as a global brand Disney is forced to

compete on an even grander scale that encompasses entertainment brands

across the world.

Although, Disney has always been a unique brand with concrete difference

through the competitive edge found in their name itself. The name

immediately generates strong, positive associations that set it apart from other

entertainment companies. While all brand elements have been developed to

resonate with the target audience and differentiate from other premium

competitors. As long as the Disney name continues to make the promise of

unique and unmatched entertainment, the brand will be strengthened.

Brand elements: Disney has commonly been hailed as a brand image success story. The

massive popularity of past Disney movies and related products attests to

Disney’s successful brand imaging. The Walt Disney logo represents the

brand image and everything the company offers. The origin of the logo came

from the signature of the founder Walt Disney and has achieved recognition

throughout the world. Since the Walt Disney Company contains many

affiliated and subsidiary companies, there are many logos corresponding to

each; however one of the Disney Pictures and Walt Disney logo are most

recognizable. The most important element connected to Disney is the magic

and fantasy associated with the brand. These concepts lead to other positive

associations of happiness and excitement. Disney also has effectively crafted

the undertone of dreaming, youthful, fun, man and the mouse to the brand

image. The brand slogan, “where dreams come true,” is equally as famous as

the logo. This catchphrase crosses over all Disney branded entities, and

immediately draws consumers to the right brand to convey the magic Disney

produces for consumers. (AustinaFrancis, 2013)

The logo has exceptional versatility that has been applied to different products

under The Walt Disney name. These all follow a similar logo design, assuring

a connection with the various segments to the core brand and to each other.

This consistency attaches a recognizable association to the brand that

consumers can easily identify and then link with previous brand experiences

and perceptions. These are most commonly related to magic, lovable

characters, and fun. The vibrant colors throughout Disney are key to capture

the childhood imagination and fun that frame the entire brand.

Not only is this brand awareness well-established worldwide, it is done at an

early age. Disney is able to create positive emotions in its customers, and

these emotions set the tone for developing a deep relationship.

The Disney name and characters are trademarked under the Walt Disney

organization, therefore have highly strict protectability over anything

associated with the brand.

Due to the company’s complexity, it can be challenging to manage such a

range of brands. Also, overexposure is always a potential issue for brands

that represent such a diversified company as the Walt Disney Company.

Brand leveraging extensions:

The company is best known for the products of its film studio, the Walt Disney

Studios, which is today one of the largest and best-known studios in American

cinema. Disney also owns and operates the ABC broadcast television

network; cable television networks such as Disney Channel, ESPN, A+E

Networks, and ABC Family; publishing, merchandising, and theatre divisions;

and owns and licenses 14 theme parks around the world. (The Walt Disney

Company, 2014)

The Walt Disney Company also has existing operations in theatre, radio,

music, publishing, and online media. In addition, Disney has created new

divisions of the company in order to market more mature content as it typically

associates with its leading family-orientated brands. (Hanesbrands Inc, 2008)

While the brand extensions into theme parks have expanded Disney’s positive

associations to include life experiences.

Brand integration:

Disney is one organization leading the way in brand image development and

projection by the Internet. It is evident through Disney’s various products and

advertisements, both new and traditional, that magic and happiness are key

notions Disney wants to associate with its brand. (Alexander, D. 2012)

The Disney web site serves as an IMC hub in a way for all brand messages to

be delivered in certain media. The web site engages customers, encourages

frequent visitation, and creates a medium to advertise and promote all other

Disney media. And, a new sales promotion in the form on an online loyalty

program will only strengthen the Disney brand and create more loyal visitors

to the web site. (The Walt Disney Company, 2014)

 

 

Conclusion:  

The Disney brand has performed outstanding developments to achieve a

worldly recognised, loved brand and a resilient empire that has successfully

entered various markets. However, due to the complexity of the company,

concerns lie in managing the brand image and value across all segments. The

company also faces strong competitors and on an even greater level as the

brand is so large.

Bibliography

Alexander, D. (2012). Walt Disney World Resorts. Marketing (00253650), 17.

AustinaFrancis. (2013). The Brand "Disney". FISAT BUSINESS SCHOOL,

Business.

Forbes. (2014, May). Walt Disney. Retrieved October 21, 2014, from Forbes:

http://www.forbes.com/companies/walt-disney/

Hanesbrands Inc., Walt Disney Parks Announce Strategic Marketing Alliance.

(2008). Apparel Magazine, 49(5), 5.

The Walt Disney Company. (2014, October 14). About Disney . Retrieved

October 21, 2014, from The Walt Disney Company:

http://thewaltdisneycompany.com