Case Study: The Walt Disney Company

The Walt Disney Company

Examination of Branding Excellence

Monroe Clemmons

9/5/2015

Brief Summary of the Case
From humble beginnings as a cartoon studio in the 1920s to today 's global corporation, The Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across America and around the world. One of the key statements in the text states, “Disney’s greatest challenge today is to keep a 90- year- old brand relevant and current to its core audience while staying true to its heritage and core brand values.” (Kotler, Keller, 2012, p. 179) Diversification has been one of Disney’s smartest business decisions. Today Disney has ventured into various industries such as studio entertainment,

Disney embraces the use of modern technology to reach its core customers. Disney has taken advantage of social media as well. Disney is extremely active in the social media sphere under the name “Disney Living.” ("Disney Living - the official channel for the coolest and newest Disney products for all ages.") Disney has more than 300,000 “likes” on Face book, 29,000 followers on Twitter and 8.8 million views on YouTube in just less than two years. (Warren) In addition to social media, Disney advertises in conservative media as well. It believes in steady advertising both online and offline, so as to be forever in its customers’ minds. Disney uses sales promotions and direct mail. Whether it is the theme parks or the movie theater, Disney tries to provide entertainment to children and the child in everybody. It believes in repeatedly improving its products and service contributions. In its theme parks, Disney continually updates and modernizes its rides so as to satisfy usual customers while attracting newer ones. Disney is also a marketing genius by continually creating new sources of revenue. If you look around when inside of one of the Disney parks you will notice advertising everywhere. The rides, the kiosks, even the building signs have sponsors on them. Disney is a master at building synergy among its businesses, such as theme parks, merchandising, movies which bring in more revenues and profits. To

Most successful firms spend millions on building a strong brand image. Disney must continue to expand the brand at every opportunity and keep the focus on its image. The creative energy of Walt Disney himself must exist throughout the organization. Disney can’t afford to lose its “magic” as the stakes are too high. So far, Disney is a textbook example of marketing genius. The mantra “Think local, act global” is a winning strategy for Disney since their product has a market all over the world. Everyone loves being entertained and escaping to a fantasy world every now and then.
References
Disney Living - the official channel for the coolest and newest Disney products for all ages. (n.d.). Retrieved September 4, 2015.
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.
Our Businesses | The Walt Disney Company. (n.d.). Retrieved September 4, 2015, from https://thewaltdisneycompany.com/disney-companies
Warren, C. (n.d.). Disney Marketing: The Happiest Social Media Strategy on Earth. Retrieved September 4, 2015, from http://mashable.com/2011/08/03/disney-social-media/
Yue, W. (2009, November 1). The Fretful Euro Disneyland. Retrieved September 4, 2015, from