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Brand extension Strategy Of Disney
- 1. Brand Management A case-study of Disney on Its Brand Extensions
- 2. The Walt Disney Studio Entertainment Animation Category 1. Alice Adventures 2. Oswald 3. Mickey Mouse 4. Line extension a. Silly Symphonies ( experiments with classic music ) 5. Brand extension a. Flowers and Trees ( experiments with colors) b. Mickey Mouse in color debut in 1935
- 3. 7. Category extension – Movies a. Snow-white – full length feature film 8. Animated training films ( line extension) a. New Spirit 9. True life adventures ( line extension) a. Seal Islands 11. Live Action Films ( line extension ) a. Treasure Island 12. Category extension Mary Poppins – Musical Movie 13. Category extension Splash – Adult entertainment 14 . Category extension Hollywood Pictures
- 4. Disney Parks, Experiences and Products Brand Extension 1. Disneyland 2. Disney resorts 3. The Disney Store ( 1989 ) 4. Disney Xtreme coolers
- 5. Disney Media Networks 1. Brand Extension a. TV broadcasting on ABC’s channel b. Disney available on other networks – Walt Disney Presents c. Re-releasing of Disney classics in theatres d. Launch of Disney channel in 1983 2. Brand extension – Internet division a. Disney online , Disney.go.com 3. Brand extension – Disney radio
- 6. Disney Artists For CalArts Brand Extension CalArts: Where Imagineers Are Born An school for learning creative arts The CalArts graduating class of 1975
- 7. Disney’s Commercial Brand Extension 1. Incorporation of Walt Disney World 2. EPCOT center commencement
- 8. Diversification Efforts Tokyo Disneyland Merchandising Euro Disneyland show Hollywood Pictures Collaboration with Coca-cola and Kellogs Consumer products Disney Parks and Resorts From children to R-rated movies