Disney A Brand Management Perspective

1. BRAND MANAGEMENT
Positioning and Brand Personality
Team Curfew
Rohan S Telang
Nikita Agrawal
Ankita Agrawal
Deepika Murthy
Deepthi Prasad

2. Brand: Disney
The Walt Disney Company, founded on October 16, 1923, is an
American diversified multinational mass media and entertainment
enterprise.
1928:
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Variety Magazine:
[Steamboat Willie] represents a
high order of cartoon ingenuity,
cleverly combined with sound
effects.
The Union brought laughs galore.
Giggles came so fast at the Colony
[Theatre] they were stumbling over
each other."

3. Brand: Disney
1934-1954
• Snow White and
the Seven Dwarfs
• Pinocchio
• Fantasia
• Bambi
• Cinderella
• Peter Pan
• Treasure Island
• Robin Hood
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4. Brand: Disney
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1955: Disney Land

5. Brand Offerings: Disney
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The Walt Disney
Company, together
with its subsidiaries
and affiliates, is a
leading diversified
international family
entertainment and
media enterprise with
the following business
segments: media
networks, parks and
resorts, studio
entertainment,
consumer products and
interactive media

6. Brand: Disney
Mission
The mission of The Walt Disney Company is to be one of the world’s
leading producers and providers of entertainment and information.
Using our portfolio of brands to differentiate our content, services
and consumer products, we seek to develop the most creative,
innovative and profitable entertainment experiences and related
products in the world.
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7. Value Proposition
“To provide magical, fun filled, lifetime
experiences and entertainment to children of all
ages and the world at large”
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8. Positioning Statement
“To children, friends and family all over the world Disney is an
entertainment and media company that combines products, services
and experiences across many sectors such as amusement parks,
animation, media, toys, clothing and games that wants to preserve the
magic of childhood in an era of low creativity, high stress, and social
disparity, that’s because we have a dedicated, creative and fun loving
team of professionals, working relentlessly since our inception”
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9. Brand Personality: Consistent, Enduring, Distinctive
Attitude
Fun filled, Caring, Full of Imaginative Creativity, High Moral
Sense
Behaviour
Humorous, Attention Grabber, Unpretentious, Spirited, Full of
Laughter
Physical Characteristics
Young, Animated, Glistening
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10. Brand Personality: Acid Test
Consistent
Every Disney offering is about Magic, Fun and Entertainment
Distinct
Mission: The Walt Disney Company is to be one of the world’s leading
producers and providers of entertainment and information. Using our portfolio
of brands to differentiate our content, services and consumer products, we
seek to develop the most creative, innovative and profitable entertainment
experiences and related products in the world.
Enduring
• What better symbol of endurance through the years than Micky Mouse
• It has always been about Magical and Entertaining experiences
• Coined by Walt Disney: Safety / Courtesy / Show / Efficiency
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11. Brand Prism
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Physique:
Colourful
Animated
Young
Personality:
Glistening
Inspirational
Relationship:
A great story teller,
imparting values and
virtues to children.
A reminisce of
childhood to other
family members.
Culture:
Moral values,
Safety,
Honesty,
Integrity
Reflection:
The child in
everyone
Self-Image:
A feeling of a
great childhood

12. Brand Perception Map
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Quality
Value for Money
EntertainmentSober
DisneyWarner
Bros.

13. Competitive Brand: Warner Bros.
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Warner Founded in April 4, 1923 by the
Warner Brothers.
An entertainment company involved in
feature film, television and home
entertainment production and worldwide
distribution of DVD and Blu-ray, digital
distribution, animation, comic books,
product and brand licensing and
broadcasting.
Responsibility
“A History of Creativity.
A Commitment to the Community”

14. Brand Offerings: Warner Bros.
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Warner Bros. Animation Group

15. Brand Offerings: Warner Bros.
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Warner Bros Picture Group

16. Brand Offerings: Warner Bros.
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DC Comics
Warner Bros Television Group
Merchandising of Souvenirs

17. Brand Personality: Comparative Analysis
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Personality
Attributes
Disney Warner Bros.
Attitude
Fun filled, Caring, Full of
Imaginative Creativity, High
Moral Sense
Money Minded,
Quality Driven
Behaviour
Humorous, Unpretentious
Spirited, Attention Grabber,
Full of laughter
Bold, Straightforward,
Articulate
Physical
Characteristics
Young, Animated, Glistening Adult, Sophisticated