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Brand audit- PIXAR

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Brand Audit of PIXAR for brand management assignment from customer based brand equity pyramid

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Brand audit- PIXAR

  1. 1. Brand Audit By Jayesh Gawde 20140121034
  2. 2. Pixar Animation Studios is a multi award winning CGI studio which uses technical creatives and innovations in production of new generation motion pictures or animated feature films. Pixar has positioned itself as combination of propriety technology and creative talent to develop CGI animated films with memorable characters and heart warming stories that appeal to families and audiences of all ages. Introduction and Positioning History Portfolio CBBE Model Extension Index
  3. 3. 1979 1983 1986 1991 1995 1997 2006 2011 Lucasfilm's Computer Division headed by George Lucas recruits Catmull Lucasfilm's Computer Division gets John Lasseter in graphics division Computer Graphics Division of Lucasfilm's is purchased by Steve jobs from George Lucas and makes it an independent company called "Pixar”. Disney & Pixar announces to produce and distribute at least one CGI animated movie Toy Story, the world’s first CGI film, is released on 22nd November Pixar opens IPO on 28th November. Famous as largest IPO of the year . Walt Disney Studios & Pixar Animation Studios inked a pact to produce 5 movies in 10 years Disney announces its agreement to purchase Pixar. Pixar celebrates its 25th Anniversary History
  4. 4. Perceived Quality (High) Innovational Perceived Quality (Low) Traditional Where we stand in this race Family Entertainer Category
  5. 5. 1988 1989 1995 1998 1999 2001 2002 2004 2006 2007 2008 2009 2010 2011 2012 2013 2015 Our Weapons Portfolio
  6. 6. Toy Story (1995): Special Achievement Award The Incredibles (2004): Feature Film(animated) Sound Editing Monsters Inc. (2001): Music(original song) Ratatouille(2007): Feature Film(animated) Finding Nemo (2003): Feature Film(animated) WALL-E (2008): Feature Film(animated) What defines our Work Up (2009): Feature Film(animated) Music(original song) Toy Story 3 (2010): Feature Film(animated) Music(original song) Brave (2012): Feature Film(animated) Portfolio
  7. 7. Customers perception through Brand Equity Pyramid Animated Movies Warmth Happiness Nostalgia Feel good Family time Toy Story , Nemo Study lamp Award Winning High quality Cherishable Moments Enjoyable Movies Lovable Characters Attachment CBBE Model
  8. 8. Salience Pixar is known for its animated movies and is also considered a very sound in use of technology. Imagery When we think about Pixar the associations that comes to our minds Nemo , Toy Story, its famous logo (Study lamp) and images of whole family sitting together and enjoying its movies Feelings After watching Pixar movies people are filled with emotions ranging from warmth, happiness and nostalgia which leads to an overall feel good atmosphere. Performance: Their movies are their performance which are really enjoyable and filled with lovable characters which leave a long lasting imprint on our minds. This is what makes us cherish those moments. Judgement When ever a new movie is produced by Pixar people perceive them as a high quality movie with innovations ingrained and it should win an award considering it’s product superiority . Resonance: Brand resonates with the sense of attachment people have be it other objects or relationships. CBBE Model
  9. 9. • Piracy • Technology changes • New Production houses Threats • Long time to produce a movie • Limited amount of employee work on a production Weakness • Short animated TV shows • Global expansions • Sequels Opportunities • Strong brands • Great Movies • Disney's Umbrella • Employee Culture Strenghts SWOT
  10. 10. Universe to explore Gaming zones o Pixar can open up its gaming zones across cities. o Games would be themed after famous movie characters. o Merchandize would also be kept on sales. o New movie launches would also be done from here. o New characters trial can be done through various games. Extension
  11. 11. Electronics (camera) o Pixar can extended in to electronic products like DSLR’s, Point and shoot and video cameras. o Their image of product superiority can help them. Adding to their association with movies o Also their name Pixar and term pixel related to cameras can help them leverage their brand o Here products can range from normal cameras to high-end movie video cameras
  12. 12. Fun Facts Started with just 20 employees now 2000+ In 1986 Lucas sold Pixar for just $5 Million Disney bought Pixar for 7.4 $ Billion Finding Nemo is the most profitable movie followed by Toy Story 3 Thank YOU 

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