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Brand Strategy:Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau			   1
Brand Identity                                     Brand Heritage                                               I started ...
Positioning Statement What	            I’m the only entertainment and media company How	             that combines product...
Positioning Map                                                               •	Disney: Narrow audience compared          ...
Positioning Map                                                               •	Disney: Utilizes their in-house           ...
Disney Mood BoardLauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau			   6
Current Industries 1. Amusement Parks                 7. Cruise Lines 2. Motion Pictures                 8. Merchandise 3....
Innovative Opportunities: Extending the Brand 1. Pediatric Healthcare                 •	 Use their specialty in entertainm...
Conceived Image  Non-Users                                                          “Why I Don’t Let My Daughter          ...
Conceived Image  Users                                              “I’m not interested in                                ...
Innovative Opportunities: Changing Behavior 1. Employee Training                          •	 A lot of problems are caused ...
Gap Analysis Desired Identity                                     Conceived Identity •	 Family entertainment              ...
Summary of Conceived Identities What Disney needs to work on: ‘Innovation’ used                        Dichotomy in Values...
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Analysis of the Disney Brand

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Analysis of the Disney Brand

  1. 1. Brand Strategy:Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 1
  2. 2. Brand Identity Brand Heritage I started in the United States on October 16, 1923 and have grown to live across the world. Brand Vision Brand Offering I strive to develop the most creative, I offer a wide variety of family innovative, and profitable entertainment entertainment in cartoons, experiences in the world. movies, games, amusement parks, and merchandise. Brand Mission on Earth Brand Audience I offer the best family entertainment that is accessible Disney I help young children, their parents, friends, and family all and forward thinking to keep my Identity over the world. audience excited and happy. Brand Values/Beliefs Brand Benefits I value honesty, integrity, I create fantastical stories that help respect, courage, openness, my audience dream. diversity, and balance. Brand Personality I am fun, caring, loyal, full of laughter, and imaginative creativity.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 2
  3. 3. Positioning Statement What I’m the only entertainment and media company How that combines products, services, and experiences across many sectors To Whom for children, their parents, friends and family Where all over the world Why that wants to preserve the magic of childhood When in an era of low creativity, high stress, and social disparity.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 3
  4. 4. Positioning Map • Disney: Narrow audience compared Media Networks to competition but consistently Consistent Innovation innovates their media offerings. • Fox Entertainment: Elegant leader D Fe in a variety of media and television opportunities aimed at all audiences. NarrowAudience Tw Wide • Time Warner: Caters to an older Audience audience and strives to offer exclusive V and premium entertainment. • Viacom: Owner of most brands considered ‘old’ to the newer generations. Lack of Innovation Has also not updated it’s web presence.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 4
  5. 5. Positioning Map • Disney: Utilizes their in-house Amusement Parks innovation team, the Imagineers, Consistent Innovation to consistently innovate their parks. • Universal Studios: Disney’s main D Us competition does a better job at entertaining all audiences. Narrow Sf Wide • Six Flags: Have done a great job toAudience Audience innovate within their ‘family’ driven audience without becoming too large. Pp • Paramount Parks: Used to be a big park brand but became irrelevant Lack of Innovation and died.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 5
  6. 6. Disney Mood BoardLauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 6
  7. 7. Current Industries 1. Amusement Parks 7. Cruise Lines 2. Motion Pictures 8. Merchandise 3. Media Network 9. Real Estate 4. Design Studio 10. Credit Cards 5. Airline 11. University Program 6. Travel AgenciesLauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 7
  8. 8. Innovative Opportunities: Extending the Brand 1. Pediatric Healthcare • Use their specialty in entertainment for children and apply in a healthcare environment. • Introduce special banking and saving plans for 2. Banking Industry children and teens. • Pay more attention to health and wellbeing by 3. Family Fitness offering an entertaining fitness environment for the entire family. 4. Casino Industry • Provide gambling services for parents combined with the specialization in entertainment for children. • Why can’t Spot enjoy Disney? Invite the family pet to 5. Pet Care Services be entertained along with the family. • Disney has a lot of bad publicity to dodge, what 6. Non-Profit Charity better way to do this than with a charity.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 8
  9. 9. Conceived Image Non-Users “Why I Don’t Let My Daughter Watch Disney Movies: “I know some people who I really hate Disney movies. These don’t like it because they are films being marketed to children, want more thrill rides and and that the overwhelming message “The merchandise is so others who generally try in the end is this: Be pretty and kind cheaply made that I don’t to do less commercial and good, and maybe someone who buy any more. At one time things.” is wealthy and powerful will want it was of the best quality but you for his bride.” has definitely gone down.”Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 9
  10. 10. Conceived Image Users “I’m not interested in getting her obsessed with Disney stuff, but she saw Nemo once and “My father’s advice was save it instantly became Disney World for the last part her favorite movie.” of any Florida vacation because “Disney fanatic shares her bed everything else was going with 400 cuddly toys. to seem like a letdown.” Mrs Rayner began collecting Disney memorabilia at the age of three when she bought a Mickey Mouse doll in California. Mrs Rayner’s collection is worth £5,000 and includes a 4ft toy of Jungle Book character Baloo.”Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 10
  11. 11. Innovative Opportunities: Changing Behavior 1. Employee Training • A lot of problems are caused by lack of knowledge (for the non-users) of company policies and poor employee training. • Provide customers with a platform to view 2. Communication System amusement parks like Google Maps: where the (for the users) long lines are, seasonal notices and promos, etc. • It is time to overhaul Disney’s merchandise 3. Merchandise Standards standards. Inconsistency of merchandise offerings (for the users & non-users) and low quality are unacceptable. 4. Live Mobile • Disney has yet to fully take advantage of the (for the users) mobile industry: bring Disney to the non-users and make them remember why they used to love you. 5. Reality TV • Despite the stigma reality TV has in recent history, (for the users & non-users) there is an opportunity to promote tasteful reality TV from children and teens’ perspectives.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 11
  12. 12. Gap Analysis Desired Identity Conceived Identity • Family entertainment • Child and teen entertainment • Honesty and Integrity • Money driven and shady history • Friendly and Imaginative • Customers agree • Creative and Innovative • Creative yes. Innovative? 30 years ago • An international brand • Most customers are awareLauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 12
  13. 13. Summary of Conceived Identities What Disney needs to work on: ‘Innovation’ used Dichotomy in Values Relevance to be an impactful Disney executives Disney must re-evaluate word, but in today’s struggle with how their strategies if economy it’s become to approach modern they want to remain overused. Disney’s demands without relevant in today’s definition of innovation forgetting Disney society. Everyone knows needs some innovating tradition. It seems their who they are, but itself, especially since offerings have a large unfortunately they are competitors have caught gap: the media network slowly becoming just up in the game. being successful while another commodity. parks are lagging behind.Lauren Peters  |  SERV 724  |  October 9, 2012  |  Assignment 4  |  Prof. Robert Bau 13

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