wal tdisney company

7/31/2019 Wal tDisney Company

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A Branding Saga


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"any damn fool can put on a deal,but it takes genius, faith and

perseverance to create a brand."

- David Ogilvy


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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


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Welcome to the

Magical World of Disney Entertainment Market

Studio Entertainment

Parks and Resorts

Consumer Products

Media Networks

Top of Mind Awareness

World-renowned brand


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Consumers Knowledge Structure

Common associations Family

Mickey Mouse

Fun Entertainment

Wholesome/FamilyEntertainment

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


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Consumers Knowledge Structure

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 olderdemographic


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Disney Universal Studios Warner Brothers

StudioEntertainment

7 Distributors Including:

Walt Disney Pictures

Touchstone Pictures

Miramax FilmsAnimation Based

Universal Pictures

Universal Studios

Focus Features

Universal KidsNon-Animation

7 Distributors Including:

Warner Brothers Pictures

Castle Rock

Classic MGMAnimation Based

Parks and Resorts 10 Theme parksClassic and whimsical

Vacation destination

3 Continents

35 Resort hotels

2 Luxury cruise ships

3 Theme parksCurrent, modern, action

packed

2 Continents

Licensing with Six Flags

Day trip

None of their own

US and Canada

ConsumerProducts

Apparel, toys, home dcor

and books to interactive

games, foods and

beverages, electronics,

fine art

Contemporary film

characters, souvenirs,

apparel, toys, collectables

Looney Tunes, Mad

Magazine, Hannah Barbara,

Cartoon Network, classic

and contemporary film

characters

Advertising Whimsical and fairy tale

destination and persona

Action figures and special

effects

Media Networks 226 Television stationsABC and ESPN

72 Radio stations

Disney Mobile

Walt Disney Internet Group

Pay-Per-View

Video-On-Demand

9 Stations including NBC

Universal

8 Broadcasting networks

including FX and TNT

Main supplier to WB


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

Differentiated through wholesome image andfamily values Based upon imagery

Heritage, experience, wisdom, and expertise History Im going to Walt Disney World!

25th Anniversary Commercial

Fun, Family, Entertainment


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Consumer-Based

Brand Equity Pyramid


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Brand Element AnalysisLogos

Brand name

consistently featured in

the same script

Immediate recognition

and association

Can place value easily

Promotes salience,

imagery and brand

feelings


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Brand Element AnalysisSymbols

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


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Brand Element AnalysisCharacters

Through movies

Convey brand imagery

and feelings

Competitors characters

not as well recognized

or associated with

brand


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Brand Element AnalysisSlogans

Magic, happiness, anddreams are reoccurringthemes

Create imagery andfeelings

Connect to targetaudience and align withpositioning

The onlyplace whereDreams Come True

Disney Parks

Where Dreams Come True

Happiest Place on Earth(Disney Land)

Disney Online

Where the MagicComes to You

Disney Cruise Line

Set Sail on a Dream

Disney Vacation Club

Own a Piece of the Magic


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Brand Element AnalysisJingles

Music has always been at the heart ofDisney

Animated feature films, television, themeparks Adds emotional magic

When you wish upon a star,

Its a Small World

Mickey Mouse March.


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Brand Element AnalysisPackaging

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 inmarketplace

Brand identified with the appropriate form ofthe logo, good visual description, bright colors

Movie Packaging most easily identified


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Brand Marketing Program

Product Strategy

Experiential marketing concept

Consumers value Disney higher than competitorsdue to personal experiences

One-to-One marketing

Enhance customer service and gain customer

loyalty

Rewarding experience with Disney


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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 toensure profitability


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Communication Strategy Several different outlets while keeping everything

integrated

Billboards in theme parks Disney Channel

Radio Disney

Motion Pictures

Disney.com


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Secondary Brand Knowledge

Co-Branding

McDonalds

Coca Cola Licensing

Grocery stores

Retail stores

The Disney Store

Restaurants


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Secondary Brand Knowledge

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


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Products from the house of

Mickey Mouse
http://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resorts


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Walt Disney Parks and Resorts: Disneyland Resort |Walt Disney World Resort | Tokyo Disney Resort|

Disneyland Resort Paris | Hong Kong DisneylandResort | Disney Cruise Line | Disney RegionalEntertainment | Walt Disney Imagineering
http://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Disneyland_Resorthttp://en.wikipedia.org/wiki/Walt_Disney_World_Resorthttp://en.wikipedia.org/wiki/Tokyo_Disney_Resorthttp://en.wikipedia.org/wiki/Disneyland_Resort_Parishttp://en.wikipedia.org/wiki/Hong_Kong_Disneyland_Resorthttp://en.wikipedia.org/wiki/Hong_Kong_Disneyland_Resorthttp://en.wikipedia.org/wiki/Disney_Cruise_Linehttp://en.wikipedia.org/wiki/Disney_Regional_Entertainmenthttp://en.wikipedia.org/wiki/Disney_Regional_Entertainmenthttp://en.wikipedia.org/wiki/Walt_Disney_Imagineeringhttp://en.wikipedia.org/wiki/Walt_Disney_Imagineeringhttp://en.wikipedia.org/wiki/Disney_Regional_Entertainmenthttp://en.wikipedia.org/wiki/Disney_Regional_Entertainmenthttp://en.wikipedia.org/wiki/Disney_Cruise_Linehttp://en.wikipedia.org/wiki/Hong_Kong_Disneyland_Resorthttp://en.wikipedia.org/wiki/Hong_Kong_Disneyland_Resorthttp://en.wikipedia.org/wiki/Disneyland_Resort_Parishttp://en.wikipedia.org/wiki/Tokyo_Disney_Resorthttp://en.wikipedia.org/wiki/Walt_Disney_World_Resorthttp://en.wikipedia.org/wiki/Disneyland_Resorthttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resortshttp://en.wikipedia.org/wiki/Walt_Disney_Parks_and_Resorts


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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 | MammothRecords

Buena Vista Motion Pictures Group: Buena Vista

Distribution | The Walt Disney Studios | Walt DisneyPictures | Walt Disney Feature Animation | Touchstone

Pictures | DisneyToon Studios | Pixar Animation Studios

| Miramax Films | Miramax Family Films | Hollywood

Pictures
http://en.wikipedia.org/wiki/Disney_Adventureshttp://en.wikipedia.org/wiki/ESPN_The_Magazinehttp://en.wikipedia.org/wiki/ESPN_The_Magazinehttp://en.wikipedia.org/wiki/Hyperion_%28publisher%29http://en.wikipedia.org/wiki/Disney.comhttp://en.wikipedia.org/wiki/ABCNews.comhttp://en.wikipedia.org/wiki/ESPN.comhttp://en.wikipedia.org/wiki/Buena_Vista_Gameshttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Movies.comhttp://en.wikipedia.org/wiki/Buena_Vista_Music_Grouphttp://en.wikipedia.org/wiki/Walt_Disney_Recordshttp://en.wikipedia.org/wiki/Lyric_Street_Recordshttp://en.wikipedia.org/wiki/Hollywood_Recordshttp://en.wikipedia.org/wiki/Mammoth_Recordshttp://en.wikipedia.org/wiki/Mammoth_Recordshttp://en.wikipedia.org/wiki/Buena_Vista_Motion_Pictures_Grouphttp://en.wikipedia.org/wiki/Buena_Vista_Distributionhttp://en.wikipedia.org/wiki/Buena_Vista_Distributionhttp://en.wikipedia.org/wiki/Walt_Disney_Studios_%28Burbank%29http://en.wikipedia.org/wiki/Walt_Disney_Pictureshttp://en.wikipedia.org/wiki/Walt_Disney_Pictureshttp://en.wikipedia.org/wiki/Walt_Disney_Feature_Animationhttp://en.wikipedia.org/wiki/Touchstone_Pictureshttp://en.wikipedia.org/wiki/Touchstone_Pictureshttp://en.wikipedia.org/wiki/DisneyToon_Studioshttp://en.wikipedia.org/wiki/Pixarhttp://en.wikipedia.org/wiki/Miramax_Filmshttp://en.wikipedia.org/wiki/Miramax_Family_Filmshttp://en.wikipedia.org/wiki/Hollywood_Pictureshttp://en.wikipedia.org/wiki/Hollywood_Pictureshttp://en.wikipedia.org/wiki/Hollywood_Pictureshttp://en.wikipedia.org/wiki/Hollywood_Pictureshttp://en.wikipedia.org/wiki/Miramax_Family_Filmshttp://en.wikipedia.org/wiki/Miramax_Filmshttp://en.wikipedia.org/wiki/Pixarhttp://en.wikipedia.org/wiki/DisneyToon_Studioshttp://en.wikipedia.org/wiki/Touchstone_Pictureshttp://en.wikipedia.org/wiki/Touchstone_Pictureshttp://en.wikipedia.org/wiki/Walt_Disney_Feature_Animationhttp://en.wikipedia.org/wiki/Walt_Disney_Pictureshttp://en.wikipedia.org/wiki/Walt_Disney_Pictureshttp://en.wikipedia.org/wiki/Walt_Disney_Studios_%28Burbank%29http://en.wikipedia.org/wiki/Buena_Vista_Distributionhttp://en.wikipedia.org/wiki/Buena_Vista_Distributionhttp://en.wikipedia.org/wiki/Buena_Vista_Motion_Pictures_Grouphttp://en.wikipedia.org/wiki/Mammoth_Recordshttp://en.wikipedia.org/wiki/Mammoth_Recordshttp://en.wikipedia.org/wiki/Hollywood_Recordshttp://en.wikipedia.org/wiki/Lyric_Street_Recordshttp://en.wikipedia.org/wiki/Walt_Disney_Recordshttp://en.wikipedia.org/wiki/Buena_Vista_Music_Grouphttp://en.wikipedia.org/wiki/Movies.comhttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Buena_Vista_Gameshttp://en.wikipedia.org/wiki/ESPN.comhttp://en.wikipedia.org/wiki/ABCNews.comhttp://en.wikipedia.org/wiki/Disney.comhttp://en.wikipedia.org/wiki/Hyperion_%28publisher%29http://en.wikipedia.org/wiki/ESPN_The_Magazinehttp://en.wikipedia.org/wiki/ESPN_The_Magazinehttp://en.wikipedia.org/wiki/Disney_Adventures


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ABC ownedTelevision Stations: KABC | KFSN | KGO| KTRK | WABC | WJRT | WLS | WPVI | WTVD | WTVG

American Broadcasting Company:ABC1 |ABCFamily |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 VistaTelevision | Touchstone Television | Walt Disney

Television | Walt Disney
http://en.wikipedia.org/wiki/Owned_and_operated_stationhttp://en.wikipedia.org/wiki/Television_stationhttp://en.wikipedia.org/wiki/KABC-TVhttp://en.wikipedia.org/wiki/KFSN-TVhttp://en.wikipedia.org/wiki/KGO-TVhttp://en.wikipedia.org/wiki/KTRK-TVhttp://en.wikipedia.org/wiki/WABC-TVhttp://en.wikipedia.org/wiki/WJRT-TVhttp://en.wikipedia.org/wiki/WLS-TVhttp://en.wikipedia.org/wiki/WPVI-TVhttp://en.wikipedia.org/wiki/WTVDhttp://en.wikipedia.org/wiki/WTVGhttp://en.wikipedia.org/wiki/American_Broadcasting_Companyhttp://en.wikipedia.org/wiki/ABC1http://en.wikipedia.org/wiki/ABC_Familyhttp://en.wikipedia.org/wiki/ABC_Familyhttp://en.wikipedia.org/wiki/ABC_Newshttp://en.wikipedia.org/wiki/ABC_News_Nowhttp://en.wikipedia.org/wiki/ESPN_on_ABChttp://en.wikipedia.org/wiki/ESPNhttp://en.wikipedia.org/wiki/ESPN2http://en.wikipedia.org/wiki/ESPNEWShttp://en.wikipedia.org/wiki/ESPN_Classichttp://en.wikipedia.org/wiki/ESPNUhttp://en.wikipedia.org/wiki/ESPN_Deporteshttp://en.wikipedia.org/wiki/ESPN_HDhttp://en.wikipedia.org/wiki/ESPN2_HDhttp://en.wikipedia.org/wiki/ESPN_Nowhttp://en.wikipedia.org/wiki/ESPN_Plushttp://en.wikipedia.org/wiki/ESPN_PPVhttp://en.wikipedia.org/wiki/ESPN360http://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/Disney_Channelhttp://en.wikipedia.org/wiki/Jetixhttp://en.wikipedia.org/wiki/SOAPnethttp://en.wikipedia.org/wiki/Toon_Disneyhttp://en.wikipedia.org/wiki/A%26E_Television_Networkshttp://en.wikipedia.org/wiki/A%26E_Television_Networkshttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Buena_Vista_Televisionhttp://en.wikipedia.org/wiki/Buena_Vista_Televisionhttp://en.wikipedia.org/wiki/Touchstone_Televisionhttp://en.wikipedia.org/wiki/Walt_Disney_Televisionhttp://en.wikipedia.org/wiki/Walt_Disney_Televisionhttp://en.wikipedia.org/wiki/Walt_Disney_Televisionhttp://en.wikipedia.org/wiki/Walt_Disney_Televisionhttp://en.wikipedia.org/wiki/Touchstone_Televisionhttp://en.wikipedia.org/wiki/Buena_Vista_Televisionhttp://en.wikipedia.org/wiki/Buena_Vista_Televisionhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/A%26E_Television_Networkshttp://en.wikipedia.org/wiki/A%26E_Television_Networkshttp://en.wikipedia.org/wiki/Toon_Disneyhttp://en.wikipedia.org/wiki/SOAPnethttp://en.wikipedia.org/wiki/Jetixhttp://en.wikipedia.org/wiki/Disney_Channelhttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/ESPN360http://en.wikipedia.org/wiki/ESPN_PPVhttp://en.wikipedia.org/wiki/ESPN_Plushttp://en.wikipedia.org/wiki/ESPN_Nowhttp://en.wikipedia.org/wiki/ESPN2_HDhttp://en.wikipedia.org/wiki/ESPN_HDhttp://en.wikipedia.org/wiki/ESPN_Deporteshttp://en.wikipedia.org/wiki/ESPNUhttp://en.wikipedia.org/wiki/ESPN_Classichttp://en.wikipedia.org/wiki/ESPNEWShttp://en.wikipedia.org/wiki/ESPN2http://en.wikipedia.org/wiki/ESPNhttp://en.wikipedia.org/wiki/ESPN_on_ABChttp://en.wikipedia.org/wiki/ABC_News_Nowhttp://en.wikipedia.org/wiki/ABC_Newshttp://en.wikipedia.org/wiki/ABC_Familyhttp://en.wikipedia.org/wiki/ABC_Familyhttp://en.wikipedia.org/wiki/ABC1http://en.wikipedia.org/wiki/American_Broadcasting_Companyhttp://en.wikipedia.org/wiki/WTVGhttp://en.wikipedia.org/wiki/WTVDhttp://en.wikipedia.org/wiki/WPVI-TVhttp://en.wikipedia.org/wiki/WLS-TVhttp://en.wikipedia.org/wiki/WJRT-TVhttp://en.wikipedia.org/wiki/WABC-TVhttp://en.wikipedia.org/wiki/KTRK-TVhttp://en.wikipedia.org/wiki/KGO-TVhttp://en.wikipedia.org/wiki/KFSN-TVhttp://en.wikipedia.org/wiki/KABC-TVhttp://en.wikipedia.org/wiki/Television_stationhttp://en.wikipedia.org/wiki/Owned_and_operated_station


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Television AnimationRadio 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
http://en.wikipedia.org/wiki/Radio_stationhttp://en.wikipedia.org/wiki/KABC_%28AM%29http://en.wikipedia.org/wiki/KDIShttp://en.wikipedia.org/wiki/KDIS-FMhttp://en.wikipedia.org/wiki/KDIZhttp://en.wikipedia.org/wiki/KESN-FMhttp://en.wikipedia.org/wiki/KGO_%28AM%29http://en.wikipedia.org/wiki/KKDZhttp://en.wikipedia.org/wiki/KLOShttp://en.wikipedia.org/wiki/KMKI_%28AM%29http://en.wikipedia.org/wiki/KMKYhttp://en.wikipedia.org/wiki/KQRShttp://en.wikipedia.org/wiki/KSCShttp://en.wikipedia.org/wiki/KSFO_%28AM%29http://en.wikipedia.org/wiki/KSPN_%28AM%29http://en.wikipedia.org/wiki/KSPN-FMhttp://en.wikipedia.org/wiki/KTYShttp://en.wikipedia.org/wiki/KXXRhttp://en.wikipedia.org/wiki/WABC_%28AM%29http://en.wikipedia.org/wiki/WBAP_%28AM%29http://en.wikipedia.org/wiki/WDRQhttp://en.wikipedia.org/wiki/WDVDhttp://en.wikipedia.org/wiki/WEAE-AMhttp://en.wikipedia.org/wiki/WEPNhttp://en.wikipedia.org/wiki/WFDF_%28AM%29http://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WJR_%28AM%29http://en.wikipedia.org/wiki/WJZWhttp://en.wikipedia.org/wiki/WKHX-FMhttp://en.wikipedia.org/wiki/WLS_%28AM%29http://en.wikipedia.org/wiki/WMALhttp://en.wikipedia.org/wiki/WMKIhttp://en.wikipedia.org/wiki/WMVPhttp://en.wikipedia.org/wiki/WPLJhttp://en.wikipedia.org/wiki/WRQXhttp://en.wikipedia.org/wiki/WWMKhttp://en.wikipedia.org/wiki/WYAY-FMhttp://en.wikipedia.org/wiki/WZZNhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/ABC_News_%26_Talkhttp://en.wikipedia.org/wiki/ABC_News_Radiohttp://en.wikipedia.org/wiki/ABC_Radiohttp://en.wikipedia.org/wiki/Citadel_Broadcastinghttp://en.wikipedia.org/wiki/ESPN_Radiohttp://en.wikipedia.org/wiki/ESPN_Deportes_Radiohttp://en.wikipedia.org/wiki/Radio_Disneyhttp://en.wikipedia.org/wiki/Radio_Disneyhttp://en.wikipedia.org/wiki/ESPN_Deportes_Radiohttp://en.wikipedia.org/wiki/ESPN_Radiohttp://en.wikipedia.org/wiki/Citadel_Broadcastinghttp://en.wikipedia.org/wiki/ABC_Radiohttp://en.wikipedia.org/wiki/ABC_News_Radiohttp://en.wikipedia.org/wiki/ABC_News_%26_Talkhttp://en.wikipedia.org/wiki/Radio_networkhttp://en.wikipedia.org/wiki/WZZNhttp://en.wikipedia.org/wiki/WYAY-FMhttp://en.wikipedia.org/wiki/WWMKhttp://en.wikipedia.org/wiki/WRQXhttp://en.wikipedia.org/wiki/WPLJhttp://en.wikipedia.org/wiki/WMVPhttp://en.wikipedia.org/wiki/WMKIhttp://en.wikipedia.org/wiki/WMALhttp://en.wikipedia.org/wiki/WLS_%28AM%29http://en.wikipedia.org/wiki/WKHX-FMhttp://en.wikipedia.org/wiki/WJZWhttp://en.wikipedia.org/wiki/WJR_%28AM%29http://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WGVXhttp://en.wikipedia.org/wiki/WFDF_%28AM%29http://en.wikipedia.org/wiki/WEPNhttp://en.wikipedia.org/wiki/WEAE-AMhttp://en.wikipedia.org/wiki/WDVDhttp://en.wikipedia.org/wiki/WDRQhttp://en.wikipedia.org/wiki/WBAP_%28AM%29http://en.wikipedia.org/wiki/WABC_%28AM%29http://en.wikipedia.org/wiki/KXXRhttp://en.wikipedia.org/wiki/KTYShttp://en.wikipedia.org/wiki/KSPN-FMhttp://en.wikipedia.org/wiki/KSPN_%28AM%29http://en.wikipedia.org/wiki/KSFO_%28AM%29http://en.wikipedia.org/wiki/KSCShttp://en.wikipedia.org/wiki/KQRShttp://en.wikipedia.org/wiki/KMKYhttp://en.wikipedia.org/wiki/KMKI_%28AM%29http://en.wikipedia.org/wiki/KLOShttp://en.wikipedia.org/wiki/KKDZhttp://en.wikipedia.org/wiki/KGO_%28AM%29http://en.wikipedia.org/wiki/KESN-FMhttp://en.wikipedia.org/wiki/KDIZhttp://en.wikipedia.org/wiki/KDIS-FMhttp://en.wikipedia.org/wiki/KDIShttp://en.wikipedia.org/wiki/KABC_%28AM%29http://en.wikipedia.org/wiki/Radio_station


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Conclusion

Wholesome, Family, Fun Entertainment

Strong brand imagery

Well-defined brand elements

Continually redefine and expand

positioning


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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 products4.New markets : 8 to 80 years

5.New geographic areas


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Name Awareness

Purchase & Traffic

Brand Distinctive Value PropositionConsistent delevery

Communications aligned with delevery

Loyalty Premium prices

Power Brand Personality & Presence

Increased leveraged opportunities


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Power Brands

Nike Coke Disney IBMBMW Levi MarlboroMc Donalds Mercedes Sony

Distinctive productConsistent delivery

Alignment between Communication& delivery+

Personality & Presence

wal tdisney company

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