The document outlines Disney's brand strategy, including their vision, mission, values, audience, personality, and positioning statement. It also includes brand maps comparing Disney to competitors in media networks and amusement parks. There is a gap between Disney's desired identity as family-focused entertainment and their conceived identity, with some seeing them as less innovative and more commercially driven.

1. Brand
Strategy:
Lauren Peters | SERV 724 | October 9, 2012 | Assignment 4 | Prof. Robert Bau 1

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. 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. 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.
Narrow
Audience
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. 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 to
Audience 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. Disney Mood Board
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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 Agencies
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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.
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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. 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. 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.
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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 aware
Lauren Peters | SERV 724 | October 9, 2012 | Assignment 4 | Prof. Robert Bau 12

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.
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