1923 – Launched very first cartoon animation series called Alice Comedies; it was the formal beginning of the Walt Disney Company 1928 – Launched Mickey Mouse in the first sound cartoon in history called Steamboat Willie 1930’s – Starting placing the Mickey Mouse character on consumer products, such as toothbrushes, dishes, dolls, figurines 1937 – Launched the first animated feature film, Snow White & the Seven Dwarves. Before this, all cartoon were short, 8-minute animations 1954 - Launched the Disneyland anthology series, famously featuring the first television mini-series – Davy Crockett. The Disneyland series would eventually run on all three networks and go through six title changes, but it remained on the air for 29 years, making it the longest-running prime-time television series in history. 1955 – Opened the first Disneyland theme park in Anaheim, CA - providing fun for the whole family. 1966 – Walt Disney died, and his older brother, Roy Disney takes over 1971 – As a tribute to his younger brother, Roy Disney names the new theme park in Florida after his brother – Walt Disney World. Two months later, Roy Disney dies. 1983 – Opened Tokyo Disneyland, initiated the Disney Channel and established Touchstone Pictures (which later produced network TV shows for Disney) 1988 – Had major expansion in Walt Disney World: Also, led box-office gross with their films “Good Morning, Vietnam”, “Who Framed Roger Rabbit”, and “Three Men and a Baby” 1992 – Opened Disneyland Resort in Paris, France 1994 – Ventured into Broadway with “Beauty and the Beast” 1995 – Began the era of computer-animated films by launching Toy Story 1996 – Acquired ABC 1998 – Expanded into the cruise line business with Disney Magic 2003 – Disney became the first studio in history to surpass $3 Billion in global box office with “Pirates of the Carribean” and “Finding Nemo” ($300 million in U.S. box office) 2006 – Acquired Pixar Animations
The Walt Disney Studios The Walt Disney Studios is the foundation on which Disney was built, and at its heart are world-renowned animated features and live-action motion pictures. With the creation of Mickey Mouse and Snow White and the Seven Dwarfs, the world's first full-length animated feature, the Disney name quickly became synonymous with quality entertainment for the whole family. Also includes theatrical productions and music studios (original and soundtrack). Parks & Resorts Parks and Resorts has grown to encompass the world-class Disney Cruise Line , eight Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney (immersive Disney-guided travel around the world), and five resort locations (encompassing 11 theme parks, including some owned or co-owned by independent entities) on three continents Media Networks Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. Disney Consumer Products Disney merchandising began in 1929 when Walt Disney was approached by a businessman interested in placing Mickey Mouse on the cover of a children's writing tablet. Disney Consumer Products and affiliates (DCP) extend the Disney brand to merchandise ranging from apparel, toys, home décor and books and magazines to interactive games, foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's various lines of business which include: Disney Toys, Disney Apparel, Accessories & Footwear, Disney Food, Health & Beauty, Disney Home and Disney Stationery. Includes Disney Publishing Worldwide (DPW), Disney Interactive Studios, and disneyshopping.com
The Walt Disney generated total $35.5 billion of revenue in 2007 from four core businesses. The Walt Disney Studios The Walt Disney Studios is the foundation on which Disney was built, and at its heart are world-renowned animated features and live-action motion pictures. With the creation of Mickey Mouse and Snow White and the Seven Dwarfs, the world's first full-length animated feature, the Disney name quickly became synonymous with quality entertainment for the whole family. Also includes theatrical productions and music studios (original and soundtrack). Parks & Resorts Parks and Resorts has grown to encompass the world-class Disney Cruise Line , eight Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney (immersive Disney-guided travel around the world), and five resort locations (encompassing 11 theme parks, including some owned or co-owned by independent entities) on three continents Media Networks Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. Disney Consumer Products Disney merchandising began in 1929 when Walt Disney was approached by a businessman interested in placing Mickey Mouse on the cover of a children's writing tablet. Disney Consumer Products and affiliates (DCP) extend the Disney brand to merchandise ranging from apparel, toys, home décor and books and magazines to interactive games, foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's various lines of business which include: Disney Toys, Disney Apparel, Accessories & Footwear, Disney Food, Health & Beauty, Disney Home and Disney Stationery. Includes Disney Publishing Worldwide (DPW), Disney Interactive Studios, and disneyshopping.com
Taking a look at the Top 10 Global Brands as ranked by Business Week in 2007, Disney ranks 9 th out of the Top 10. From Interbrand: Even to qualify for the list, each brand must derive at least a third of its earnings outside its home country, be recognizable outside of its base of customers, and have publicly available marketing and financial data. Interbrand evaluates brand value in the same way any other corporate asset is valued—on the basis of how much it is likely to earn for the company in the future. Interbrand uses a combination of analysts' projections, company financial documents, and its own qualitative and quantitative analysis to arrive at a net present value of those earnings. Step one is calculating how much of a company's total sales fall under a particular brand. In some cases the brand encompasses nearly all sales, as with McDonald's (MCD ). In others it is tied to only one set of products: Marlboro within Altria Group (MO ). Using reports from analysts at JPMorgan Chase (JPM ), Citigroup (C ), and Morgan Stanley (MS ), Interbrand projects five years of sales and earnings tied to each brand's products and services. Step two is calculating how much of those earnings result from the power of the brand itself. To do this, Interbrand strips out operating costs, taxes, and charges for the capital employed to arrive at the earnings attributable to intangible assets. The brand's role is then estimated within those earnings vs. other intangible assets such as patents and management strength. Finally, those future earnings are discounted to arrive at a net present value. Interbrand discounts against current interest rates and also against the brand's overall risk profile to factor in brand strength. Considerations include market leadership, stability, and global reach—or the ability to cross both geographic and cultural borders. The final result values the brand as a financial asset. BusinessWeek and Interbrand believe this figure comes closest to representing a brand's true economic worth.
Overall, we’ve taken a look at Disney as a company and how their products are categorized into different business units. However, the brand perception in consumers’ minds are less clear-cut. They don’t separate Disney products into categories. Therefore, for the scope of this analysis, we will cover the Disney brand, and exclude some of the companies they’ve acquired (eg. ABC and ESPN) because they don’t operate under the Disney name.
Disney’s core values are: - magical - family fun - entertaining - wholesome
These core values have been present ever since the beginning. Play video clips here.
Disney’s personality started from the founder and progressed thoughout the characters that were created. From Walt Disney, to Mickey Mouse, to the High School Musical characters. Disney’s personality is now a collective representation of all these characters.
Brand essence describes how the consumers get engaged with the brand. What Disney desires as their brand essence (or brand mantra) is fun family entertainment.
Brand Essence: How and what your customers feel about themselves when they encounter the product. However, we should also take a look at what consumers say about the brand. These quotes are taken from real consumers and states what Disney’s brand essence means to them.
So although the desired brand essence is fun family entertainment, the actual essence that is captured in the consumer’s mind is that Disney is a magical world of imagination.
Disney’s products target people of all ages and demographics. Disney doesn’t want to treat its customers as customers; they consider them guests and want to provide the best possible experience and create happy memories at all life stages. This is possible for Disney because they offer a wide range of entertainment choices. Young age – exposure to Disney cartoons Toddler – awareness of Disney cartoons and shows, such as Mickey Mouse Club Teenage years – most likely to have gone to at least one Disney World theme park Young professional – continued enjoyment of Disney movies Older adult – consumption of Disney products for own children, nieces, nephews, etc. Disney as a life-cycle brand starts again. Disney’s various products are present throughout all the stages of life. Each brand experience builds upon the last one, creating happy memories for the consumer.
Media Networks Television stations targeting a wide variety of audiences ABC for news and families Disney Channel for children ESPN for sports fanatics SOAPnet for stay-at-home mothers and fathers Comprehensive coverage of business, sports, political, social and weather 2 nd largest media and entertainment corporation in the world, after Time Warner Theme Parks & Resorts Disneyland the first park ever to construct rides, shows and attractions with separate themes Theme parks not targeted at just children but also towards decision makers – parents (the entire family) Reach is global with theme parks in China, France, Japan and USA Brand name supersedes all other competitors The strongest positioning base is EMOTION Multiple positioning bases to advantage (a family friendly, safe, fun environment, special offers for families – discounts on flights, hotels and car rentals) Disney is the leader in this segment for many years now Global presence According to Datamonitor, 25% of Disney’s revenues come from outside the United States and Canada Most recognized brand name in the industry Innovation – Disney Cruise Line –a service well placed and growing in popularity Studio Entertainment Strong brand recognition (Pixar, Miramax, Touchstone etc.) Association with the leader in Animation - Pixar Blockbuster hits such as Finding Nemo, Pirates of the Caribbean Series The studio division is the instigator of all product lines Blockbuster hits such as Finding Nemo, Pirates of the Caribbean Series The studio division is the instigator of all product lines Finding Nemo Submarine Voyage – “Under the Sea” experience Consumer Products Disney consumer products sold at Disney theme parks and Disney resorts, and retail stores across the globe Consumer products that are character-centric of those in the movies Staying reputable in the consumer products industry by paying special attention to safety of the products Focus on Video-game business Every aspect of Disney promotes not only itself but every other aspect as well in a circular rotation (Movies promote consumer products, theme park characters etc.) Mature product range for Children as well as Adults Different format retailing – through retail stores across the globe, at theme parks, and at resorts The Studio entertainment business segment promotes the consumer products segments very well (eg. Finding Nemo products, Pirates of the Caribbean apparel and products)
These brand capsules have been used by Disney throughout the years to capture all of its business segments. Disney sometimes has annual marketing campaigns/celebrations with different taglines. They all relate back to the same core values of happiness, dreams, and fun. Hanging on the entrance door of Disneyland: “ Here you leave today and enter the world of yesterday, tomorrow and fantasy.” Disney’s brand would be summarized as “fantasy”, “magic”, and “happy,” which are well described in their yearly slogans such as: Ears to you (2002) The magical place to be (2003) Where magic lives (2004)
We asked each of the group members what their first thoughts of Disney included. The elements and imagery are as follows: KK – Happy, family, creative, timeless value for family, loyal consumer Jamie – Animation, prejudice, sexually biased in fairy tales Belinda – happy memories of happiness, fun, movies, being a princess; views Disney more of a media conglomerate now Sahil – Mickey Mouse, Goofy, Disney characters Sasi – imagination, creativity, animated movies Amy – characters, castle, opening to Disney movies, never been to a park but thoughts of escaping Kat – kids, Disney characters In all of its communications, through a multimedia platform including the hospitality of employees representing the brand to consumers, Disney portrays magic, imagination and a wholesomeness, true to form they’ve created consumer products according to their desired brand attributes: The Classic Disney brand is: • Upscale, elegant, traditional and of exceptional quality • Sweet, adorable and designed with a newborn in mind • Nostalgic, rich in storytelling heritage • Timeless in its message Source: Disney Brand factsheet
As a producer and distributor, Walt Disney endorses its movies and characters. The repetition enforces values and trusted stories for parents to show their families. Previous usage of “Walt Disney” in promotional materials changed the typeface, the lettering was not always consistent. Now it’s more consistent with a Walt Disney font. The script is distinct and recognizable. The brand is so well known, it’s also referred to as just “Disney.”
Other visual brand elements that recall immediate brand awareness and trigger strong, favorable and unique brand associations, include Cinderella’s castle, which appears before the title of every film produced.
Mickey Mouse is arguably the most famous of the Disney cartoon characters. Making his debut in &quot;Steamboat Willie&quot; at the Colony Theatre in New York City on November 18, 1928, Mickey went on to star in over 120 different cartoons. &quot;Steamboat Willie&quot; was the first Mickey Mouse cartoon released, and the first cartoon with synchronized sound. Mickey was born out of necessity when Walt discovered he had lost the rights to his previous character, Oswald the Lucky Rabbit. In 1932 a special Academy Award® was given to Walt Disney for the creation of Mickey Mouse. He also starred in &quot;The Mickey Mouse Club&quot; television show of the 1950s. Mickey Mouse's original drawings used circles for his head, body and ears. 1939's &quot;The Pointer&quot; saw a bold, new design for Mickey as his body became more pear-shaped and pupils were added to his eyes to increase his range of expression. Later on, animators of the 1940s would add a perspective aspect to his ears, giving them a three-dimensional effect. This change, however, was short-lived. The Mickey Mouse of today appears much as he did in the early days with the exception of a costume change here and there. Originally, Mickey was voiced by Walt Disney himself. Later, those duties were assumed by Jim Macdonald and today Wayne Allwine provides Mickey's distinctive voice. Having a designated voice provides consistency in consumer expectations for what Mickey Mouse will sound like. Mickey Mouse has appeared on thousands of merchandise items, and currently holds the esteemed title of Chief Greeter at the Disney theme parks. Source: http://disney.go.com/vault/archives/characters_ai.html Old character but keeping him refreshed.
Besides the sounds we hear, music has always been a major factor to creating the experience. For example, the drama of Sleeping Beauty’s prince to fight his way through, or Lion King’s emotional journey or Ariel’s voice singing.
Since Mickey Mouse’s debut in 1928, Walt Disney has sustained the brand reservoir by introducing new characters nearly every year. Disney has been at the forefront of innovatively engaging different segments of audience, from young families (cartoons) to adults (blockbuster movies). Disney had a number of movies with Donald Duck and Mickey Mouse, its original characters, which helped attract audience. During World War 2, Disney produced several films aimed in educating people on aircraft technology and maintenance. In the 1950s, Disney produced short features to inform audiences on the human senses and nutrition. BRAND VISION: A tender collection of high-appeal, best loved characters from classic Disney films embodying the timelessness of Disney storytelling heritage and the emotional connection that parents have with classic childhood moments Source: Disney Brand factsheet
Overall, we believe that Disney has managed its brand equity quite well through the ages. It consistently focuses on fun family entertainment by providing wholesome experiences through its various product offerings for people of all ages. However, we have noticed some challenges that Disney is currently facing or may need to take into consideration in the future. Disney should make efforts further in order to strengthen its brand and avoid potential brand dilution. The below is some lists that Disney should be concerned about. Some argue that Disney content is too commercial and provides children with gender-biased content. Disney has made efforts to enhance more positive brand by developing independent female characters and less gender-oriented content. They need to also be careful that they are not manipulating childrens’ actions too much. Disney Park in Paris and Tokyo is not managed as well as in the U.S. Some argue that Disney is considered as the U.S. oriented content rather than internationalized one. Eg. Euro Disneyland has proved to be less successful due to different climate. Disney consumer products are sometimes criticized due to its poor quality, unlike Disney animations/movies. Some are also concerned about Disney’s over-extending its product lines, which would cause potential brand delusion. One example is the recent launch of Disney Wedding Gowns and Disney Couture line. It has been always challenging to maintain the Disney heritage and fresh at the same time as time passes and an audience changes. Disney will have to be flexible to meet the changing needs.
December 1, 2008
1928: Launched Mickey Mouse in Steamboat Willie 1937: First animated feature film, Snow White and the Seven Dwarves 1954-55: Expanded into television with the first Disney series, followed by the Mickey Mouse Club 1955: Opened the first Disneyland theme park 1971: Walt Disney World, FL 1983: Opened Tokyo Disneyland, initiated the Disney Channel, and established Touchstone Pictures 1994: Ventured into Broadway with Beauty & the Beast 1995: Released the first computer-animated film with Pixar, Toy Story 1988: Led in box-office gross with Disney films 1996: Acquired Capital Cities/ABC 1998: Expanded into cruise lines with Disney Magic 2006: Acquired Pixar Animations 2003: Disney became the first studio in history to surpass $3B in global box office Source: http://corporate.disney.go.com/corporate/complete_history_1.html
Source: http://corporate.disney.go.com/corporate/overview.html ; Walt Disney Factbook 2007 Media Networks Consumer Products Parks & Resorts Walt Disney Studios
<ul><li>Fun family entertainment </li></ul>Desired
Source: http://www.lovemarks.com/nomination/1093 “ As a young adult, [Disney] still has the power to make me feel like I'm 10 years old, care-free, and in awe of Walt Disney's imagination.” “ As cliché as it sounds, Disney is sheer magic. It keeps making me laugh, cry, scream and sing along. When you walk through a turnstile in a theme park or when the lights in the cinema go down I always know I'm in for something special. Disney is my retreat and my shelter .”
<ul><li>Fun family entertainment </li></ul>A magical world of imagination Desired Actual
Theme Parks Studio Productions Media Networks Consumer Products Studio Productions
17 Media Networks Studio Entertainment Theme Parks & Resorts Consumer Products Time Warner News Corp Viacom Wholesome entertainment, Disney characters Paramount Warner Brothers Sony/Columbia 20 th Century Fox Six Flags, Universal Studios, Paramount Parks, Busch Entertainment Toy manufacturers Apparel retailers Family friendly, Fun memories Fun memories, Disney characters
<ul><ul><li>For families all over the world , </li></ul></ul><ul><ul><li>Who need unparalleled entertainment the whole family will enjoy , </li></ul></ul><ul><ul><li>Disney’s fun and memorable experiences for children and parents </li></ul></ul><ul><ul><li>Provide families with everlasting happy memories . </li></ul></ul><ul><ul><li>Unlike any other companies , </li></ul></ul><ul><ul><li>Disney creates happiness by providing the finest entertainment for people of all ages , </li></ul></ul><ul><ul><li>As demonstrated by its rich legacy, timeless characters, and quality creative content . </li></ul></ul>
<ul><li>Memorable </li></ul><ul><ul><li>Mickey Mouse, Goofy and original characters </li></ul></ul><ul><ul><li>Cinderella’s Castle opening </li></ul></ul><ul><li>Meaningful </li></ul><ul><ul><li>Happiness, family fun </li></ul></ul><ul><ul><li>Loyal Consumer </li></ul></ul><ul><li>Appealing </li></ul><ul><ul><li>Creative animations </li></ul></ul><ul><ul><li>Imaginative escape </li></ul></ul><ul><li>Adaptable </li></ul><ul><ul><li>Refreshed technology and approach </li></ul></ul><ul><li>Protectable </li></ul><ul><ul><li>Trademarked/Copyright </li></ul></ul><ul><li>Transferrable </li></ul><ul><ul><li>Across Geographical Boundaries & Cultures; Disney is a global brand </li></ul></ul>
Brand named after founder Walter Elias Disney Source: http://www.imdb.com/company/co0008970/ Then… … Now
<ul><li>Cinderella’s castle has become a globally recognized symbol of Disney </li></ul><ul><li>Mickey Mouse’s ears have become an emblem in product applications </li></ul>Source: http://images.google.com
1928 Brand is reinforced by iconic character, Mickey Mouse who has not changed much over the years: eyes, costume, voice, personality. 1939 2008 Source: http://disney.go.com/vault/archives/characterstandard/mickey/mickey.html
In keeping the Disney brand reservoir full, new characters are constantly being introduced: Source: http://www.imdb.com/company/co0008970/ 1940 - Fantasia 1941 - Dumbo 1942 - Bambi 1950 - Cinderella 1951 - Alice in Wonderland 1958 - The Legend of Sleepy Hollow 1960 - Swiss Family Robinson 1961 - 101 Dalmations 1970 - The Aristocats 1977 - Winnie the Pooh 1989 - Honey, I Shrunk the Kids 1989 - The Little Mermaid 1991 - Beauty and the Beast 1992 - Aladdin 1992 - The Mighty Ducks 1993 - Cool Runnings 1993 - The Three Musketeers 1994 - The Jungle Book 1994 - The Lion King 1995 - Toy Story 1997 - Hercules 1998 - A Bug's Life 1998 - Mulan 1999 - Tarzan 2000 - The Emperor's New Groove 2001 - Monsters Inc. 2002 - Lilo & Stitch 2003 - Brother Bear 2003 - Finding Nemo 2003 - Pirates of the Caribbean 2006 - Cars 2006 - High School Musical 2008 - Wall-E
<ul><li>Negative perceptions of the Disney brand – may be too commercialized and manipulative </li></ul><ul><li>Extending it to international markets and keeping the brand experience consistent </li></ul><ul><li>Potential dangers of over-extending its product lines </li></ul><ul><li>Maintaining the Disney heritage while also remaining fresh to a changing audience </li></ul>
<ul><li>(in order of appearance) </li></ul><ul><li>Kat Keeratiprapa </li></ul><ul><li>Sahil Asthana </li></ul><ul><li>Belinda Liu </li></ul><ul><li>Amy Hsieh </li></ul><ul><li>Jamie Joung </li></ul><ul><li>KK Yuan </li></ul><ul><li>Sasi Amarlapudi </li></ul>