Walt Disney Advertising, Brand Image & Cultural Space ADVT13-‐101
Cherise Hoefler
M a d i s o n W a l l a c e
SID: 13220273
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 safehaven 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)
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Conclusion: Â 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