ABrandingSaga

"any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand." - David Ogilvy

A Brand is a Living entity and its undermined or enriched cumulatively over time the product of 1000 small gestures. - Michael Eisner Ex. CEO Disney

Welcometothe

MagicalWorldofDisney
Entertainment Market
Studio Entertainment Parks and Resorts Consumer Products Media Networks

Top of Mind Awareness World-renowned brand

ConsumersKnowledgeStructure
Common associations
Family Mickey Mouse Fun Entertainment Wholesome/Family Entertainment Family Movies Vacations
Family Mickey Mouse Fun Entertainment Wholesome Image Family Movies Vacation

More based on money, less on family Expensive Movies Disney World Childhood Disney Land

ConsumersKnowledgeStructure
Distinguished from other brands/competitors Places higher value on Disney brand Concerns
Moving away from wholesome family image More about profit than sincerity Too expensive

Suggestions
Dont compromise image Broaden target audience to include older demographic

Disney Studio Entertainment

7 Distributors Including: Walt Disney Pictures Touchstone Pictures Miramax Films Animation Based 10 Theme parks

UniversalStudios
Universal Pictures Universal Studios Focus Features Universal Kids Non-Animation 3 Theme parks 2 Continents

WarnerBrothers
7 Distributors Including: Warner Brothers Pictures Castle Rock Classic MGM Animation Based Licensing with Six Flags Day trip None of their own US and Canada

ParksandResorts

Classic and whimsical Vacation destination

Current, modern, action packed

3 Continents 35 Resort hotels 2 Luxury cruise ships

ConsumerProducts and books to interactive

games, foods and beverages, electronics, fine art

Apparel, toys, home dcor

Contemporary film characters, Looney Tunes, Mad Magazine, souvenirs, apparel, toys, Hannah Barbara, Cartoon collectables Network, classic and contemporary film characters

Advertising MediaNetworks

Whimsical and fairy tale destination and persona 226 Television stations
ABC and ESPN

Action figures and special effects Pay-Per-View Video-On-Demand 9 Stations including NBC Universal 8 Broadcasting networks including FX and TNT Main supplier to WB

72 Radio stations Disney Mobile Walt Disney Internet Group

 The Disney brand is so extensive that competitors have a hard time competing
vast array of services and products

Differentiated through wholesome image and family values

Based upon imagery Heritage, experience, wisdom, and expertise History
Im going to Walt Disney World! 25th Anniversary Commercial

Fun, Family, Entertainment

ConsumerBased BrandEquityPyramid

BrandElementAnalysis
Logos
Brand name consistently featured in the same script
Immediate recognition and association Can place value easily Promotes salience, imagery and brand feelings

BrandElementAnalysis
Symbols
Mickey Mouse most recognizable
Mouse ears
Salience Consumers immediately think of Disney

Cinderella's Castle Disneys brand easily recognized when applied Competitors lack strong associations

BrandElementAnalysis
Characters
Through movies Convey brand imagery and feelings Competitors characters not as well recognized or associated with brand

BrandElementAnalysis
Slogans
Magic, happiness, and dreams are reoccurring themes Create imagery and feelings Connect to target audience and align with positioning The only place where Dreams Come True
DisneyParks
WhereDreamsComeTrue HappiestPlaceonEarth (DisneyLand) WheretheMagic ComestoYou SetSailonaDream OwnaPieceoftheMagic

DisneyOnline

DisneyCruiseLine

DisneyVacationClub

BrandElementAnalysis
Jingles

Music has always been at the heart of Disney

Animated feature films, television, theme parks
Adds emotional magic

When you wish upon a star, Its a Small World Mickey Mouse March.

BrandElementAnalysis
Packaging

Packaging Consistent whimsical and magical themes Compelling graphic design, in-store displays
Capture magical Disney content and bring products to life retail environment Works to promote happiness, fun, and nostalgia in marketplace

Brand identified with the appropriate form of the logo, good visual description, bright colors Movie Packaging most easily identified

BrandMarketingProgram
Product Strategy Experiential marketing concept
Consumers value Disney higher than competitors due to personal experiences

One-to-One marketing
Enhance customer service and gain customer loyalty Rewarding experience with Disney

BrandMarketingProgram
Pricing Strategy
Enhanced benefits compared to competitors allow for high pricing strategy Consumers place higher value on brand The customer maximizes value from the Disney brand, and Disney maximizes on this in order to ensure profitability

BrandMarketingProgram
Communication Strategy Several different outlets while keeping everything integrated
Billboards in theme parks Disney Channel Radio Disney Motion Pictures Disney.com

SecondaryBrandKnowledge
Co-Branding
McDonalds Coca Cola

Licensing
Grocery stores Retail stores The Disney Store Restaurants

SecondaryBrandKnowledge
Celebrities
Michelle Kwan Events
ESPN National Golf Challenge ABC Super Soap Weekend Hannah Montanas Rockin Halloween Talent Competition

Channels of Distribution
Disney Store Disney Online Shopping Gift shops in theme parks

Products from the house of Mickey Mouse

Walt Disney Parks and Resorts: Disneyland Resort | Walt Disney World Resort | Tokyo Disney Resort| Disneyland Resort Paris | Hong Kong Disneyland Resort | Disney Cruise Line | Disney Regional Entertainment | Walt Disney Imagineering

Publishing Assets: Disney Adventures | ESPN The Magazine | Hyperion Interactive Assets: Disney.com | ABC.com | ABCNews.com | ESPN.com | Buena Vista Games | Go.com | Movies.com Buena Vista Music Group: Walt Disney Records | Lyric Street Records | Hollywood Records | Mammoth Records Buena Vista Motion Pictures Group: Buena Vista Distribution | The Walt Disney Studios | Walt Disney Pictures | Walt Disney Feature Animation | Touchstone Pictures | DisneyToon Studios | Pixar Animation Studios | Miramax Films | Miramax Family Films | Hollywood Pictures

ABC owned Television Stations: KABC | KFSN | KGO | KTRK | WABC | WJRT | WLS | WPVI | WTVD | WTVG American Broadcasting Company: ABC1 | ABC Family | ABC News | ABC News Now | ESPN on ABC ESPN Networks (80% owned): ESPN | ESPN2 | ESPNEWS | ESPN Classic | ESPNU | ESPN Deportes | ESPN HD | ESPN2 HD | ESPN Now | ESPN Plus | ESPN PPV | ESPN360 Other Cable Television Networks: Disney Channel | Jetix | SOAPnet | Toon Disney | A&E Television Networks (37.5%) Television Production and Distribution: Buena Vista Television | Touchstone Television | Walt Disney Television | Walt Disney

Television Animation Radio Stations: KABC | KDIS | KDIS | KDIZ | KESN | KGO | KKDZ | KLOS | KMKI | KMKY | KQRS | KSCS | KSFO | KSPN | KSPN | KTYS | KXXR | WABC | WBAP | WDRQ | WDVD | WEAE | WEPN | WFDF | WGVX | WGVY | WGVZ | WJR | WJZW | WKHX | WLS | WMAL | WMKI | WMVP | WPLJ | WRQX | WWMK | WYAY | WZZN Radio Networks: ABC News & Talk | ABC News Radio | ABC Radio (sale to Citadel Broadcasting pending) | ESPN Radio | ESPN Deportes Radio | Radio Disney

Conclusion
Wholesome, Family, Fun Entertainment Strong brand imagery Well-defined brand elements Continually redefine and expand positioning

Walt Disney
Epitomizes what combination of Personality & Presence can do : 1.Substantial Market Share in animated features & theme parks 2.Premium prices : merchandise/ theme parks /hotels 3.Track record of extending the brand to new products 4.New markets : 8 to 80 years 5.New geographic areas

Name
Brand

Awareness Purchase & Traffic Distinctive Value Proposition Consistent delevery Communications aligned with delevery Loyalty Premium prices

Power Brand Personality & Presence Increased leveraged opportunities

Power Brands Nike Coke BMW Levi Mc Donalds Disney IBM Marlboro Mercedes Sony

Distinctive product Consistent delivery Alignment between Communication & delivery + Personality & Presence