Documente Academic
Documente Profesional
Documente Cultură
Music Company -1955: Disneyland; Anaheim, California -1983: Disney Channel is launched
Touchstone Films -1987: 1st Disney Store opens -1995: Purchases ABC -1996: Disney online -2006: Acquires Pixar -2009: Marvel joins -2012: Acquires Lucasfilms
Positioning
Brand associations: fantasy, dream, magic,
creativity, happiness and learning. http://www.youtube.com/watch?v=uFUO6o7lYow Target market: Children 4-12 years old, Parent
Competition
Brand Resonance
-Salience Over 85 years of Disney -Performance Pixar 13 straight number 1 box office films
Brand Resonance
-Judgments Good family brand -Feelings The happiest place on earth
http://www.youtube. com/watch?v=OOpO hlGiRTM
Brand Hierarchy
Walt Disney Company
Media Networks
ESPN ABC Disney Channels Worldwide
Disney Interactive
Disney Interactive Media Disney Interactive Games
Brand Architecture
Disney Animation
Brand Portfolio
Revenue
Walt Disney Studios 16%
#1 franchise in the world according to Forbes Flagship brand for Disney 98% recognizable by Moms and children Licensing Creation of Princess Brand-2000 Target market: girls ages 3-11 8 Characters in product lineup Princess Concept open ended Many opportunities 4 Billion Dollars retail sales, fastest growing
Experiential Marketing
Disneyland
Brand Expansion
Television Channels Music Studios
- The Disney Channel - ABC Family - ESPN Cruise Lines - Disney Cruise Theme Parks -Disneyland -Disneyworld Online Games -Club Penguin
-Disney Music Group -Disney Theatrical Group Movie Studios -Disney Animation -Disney Motion -Disneynature -Pixar -Touchstone -Marvel
Questions