This document summarizes information about the Disney brand. It discusses Disney's business segments, revenues, management changes, and brand positioning. Disney's brand mantra focuses on fun, family entertainment. The brand promises joy and memories. It is well-known globally and associated with fun, magic and quality. Disney competes through innovation, customer focus, and experience across its parks, movies, TV and more. Recent management has emphasized creativity, collaboration and franchises. The document performs a SWOT and competitive analysis of Disney.

1. DISNEY
BRAND
MANTRAFly away into the world of Fun Family
Entertainment
Palash Gupta
PGP31160

2. Disney Business
Segments
Walt Disney Studios
(Touchstone, Pixar,
Miramax)
Parks and Resorts
(Disney Cruise line &
theme parks)
Disney Consumer
Products (Toys,
Apparel, Food)
Disney Media
Networks (ESPN,
ABC)
Company Overview
• Founded in 1923 by Walter Disney and Roy O. Disney
• Headquartered in Burbank, California
• World’s 2nd Largest entertainment and media conglomerate with
revenues of $52.46 billion
• Went through a radical management change in 2006 with excellence,
creativity and innovation acting as the guiding principles
• Four business segments:

3. “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.”
Mission
QualityInnovation
commun
ity
storytelling
decencyoptimism
Values

5. Segmentation & Targeting
Disney Theme
Parks located in
major cities
around world
seeing maximum
tourist influx
Urban markets
preferred for
deciding store
locations and
content to be
developed
Main targets 4-12
year olds with 35-
55 year olds
secondary target
market
Walt Disney said
“You’re dead if you
only aim for kids.
Adults are only kids
grown up, right?”
They aim to target
reasonably affluent,
educated families
with modern
lifestyles looking
for a fun family
experience
Geographic
Demographic and Psychographic

6. Magical
Customer
Experience
Superiority
in terms of
services,
quality and
technology
Family Fun
and
entertainme
nt
experience
Nostalgia,
every adult is
grown up kid
Premium
Offering and
content
Social
Messages
Positioning of Brand

7. Brand
Promise
Disney as a brand promises joy. It aims to
create joy not for children but for child in
us. It promises a fun family entertainment
experience
It also aims to convey memories which
don’t have a price. It promises to take you
back to your childhood and awaken child in
you
Brand
Message
The brand logo is traditional, decent, fun
and an American icon. It represents a fun
magical experience
The brand slogan “make the dream come
true” tries to bring alive past memories
and create joy for child in each of us.

8. Existing problem with Brand
Disney grew manifolds in mid-1980s through product
development and licensing. It however felt its
characters were being used inappropriately and
becoming overexposed. It therefore sanctioned a
brand audit and a consumer study-brand exploratory
The first issue which came up was that Disney
characters were being used to market almost
everything without any discerning rationale. This gave
impression that it was exploiting its brand name to
sell products without any value addition
The second issue was that for customers, Disney was
Disney and they didn’t differentiate between
endorsements. It impacted brand equity as customers
felt it was hampering special relationship they had with
brand

9. Brand Mantra
FAMILY ENTERTAINMENTFUN
• The first element- Fun/Magical consists of giving consumers
great amount of happiness by skyrocketing them into a
magical and fancy world
• Family is the essence of the brand as it aims to deliver a
marvellous experience to entire family
• Entertainment is the core value of the brand, something
which helps fight competition. Disney excels at delivering
quality entertainment to masses

10. Brand Image
One of the most well
known and
successful brands
globally
Positive associations
of fun, magic, joy,
family, entertainment
Acclaimed for high
quality of products
and services
High degree of
customer
involvement in
deciding how Disney
experience should be
Focusses on
innovation and
technology in
entertainment
The world’s most beloved brand with emotional linking index of 74.7

11. Brand Awareness
• Disney is one of the most successful and well
known global brands
• Brand elements like the Disney logo with the
Cinderella castle , the blue background, music
“When you wish upon a star”, slogan of “Make the
wish come true” and name Walt Disney written in
distinctive way are well known and pervasive
• Thinking of Disney characters evokes images of
fun, magic and entertainment
• It is a brand based in hearts and memory of
millions. It is most beloved brand according to
APOC world survey, with 74.7 score on emotional
linking index

12. Print Advertisements
The common theme
running across print
ads for all Disney
products/services is
consistent with the
Brand Mantra of fun
family entertainment
and brand promise of
creating joyful
memories

14. Park attractions
Animation and movie productions (Pixar)
TV channels
Customer-oriented
Excellence in customer service
Caters to all market segments
Core competitiveness
Innovation
Responsiveness to
customers
Competitive advantage

15. MANAGEMENT
PRINCIPLES:
• Centralization
• Authority and
Responsibility
• Order
• Initiative
• Control
• Discipline
BEHAVIORAL
MANAGEMENT:
• Collaborative
approach
• Empowerment
• Less centralized
• Authority goes
with knowledge
When Michael Eisner was
in charge….
Robert Iger assumed as
the new CEO…
Management Practices

16. • Creativity is back in
place!
• Teamwork and
collaboration
• Synergy among
business divisions
• Relationship with Pixar
got better
• Launch of new products
and shows
• Development of
franchises
Increase in
revenues!
The result…

18. Competitive Analysis
• Film, TV, cable TV, publishing, Internet
• More than a third of revenues comes from cable TV
• Struggling with AOL business
• More diversified
• Travel and tourism industry very hurt
• Film, TV, publishing
• Hard hit by the declining newspaper industry and declining
ads revenues on TV
• Downsizing in 2009
• Change in executive leadership in 2009
• Focused on TV
• Multiple channels, mass audience, ads across channels
• Ads account for more than 65% of sales
• Focusing on international markets for growth

19. SWOT ANALYSIS
THREATS
•Piracy
•Advertising revenues
decreasing
•Weak economy
•Increasing competition
STRENGHTS
•Synergy among business
divisions
•Brand awareness
•Management style
•Strong corporate culture
OPPORTUNITIES
•Franchising
•New platforms
•International Markets
•Media integration
•Hotel+park deals
WEAKNESS
•Retail Operations
•Lack of Advertisements
•Diseased Culture
•Reliance on relationships

20. About the
Company
Customer based
Brand Euity
Segmentation &
Positioning
Competitive
AnalysisInternal Analysis

21. DISCLAIMER
These slides have been made as part of the PGP
Brand management course taught by Professor
Sameer Mathur at IIM Lucknow
Thanks
Palash Gupta
PGP31160
+91-8860390193