Walt Disney - The Evolution of the Brand

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Case Details:

Case Code : MKTG067
Case Length : 15 Pages
Period : 1901-2003
Pub Date : 2003
Teaching Note : Available
Organization : Walt Disney
Industry : Media and Entertainment
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Animation can explain whatever the mind of man can conceive. This facility makes it the most versatile and explicit means of communication yet devised for quick mass appreciation."

- Walt Disney, Founder, Walt Disney Group of Companies.

"For better or worse, his innovations have shaped our world and the way we experience it. But the most significant thing Walt Disney made was a good name for himself."

- TIME Magazine¹

"Disney boldly diversified into television, commercials, music, comic strips and amusement parks at a time when other studios could think of little but celluloid"

- The Economist²

Disney Lives on...

Finding Nemo, an animation movie about the adventures of a fish called Nemo, jointly produced by Walt Disney Co and Pixar Animation Studios, was the top movie in the USA and Canada during the summer of 2003.

It raked in an estimated $ 70.6 million in opening ticket sales alone and had the biggest debut in the history of Disney pictures. This was also the biggest opening ever for an animated film.

Finding Nemo won critical acclaim as well. The movie was appreciated by movie-goers, both children and adults, and proved that the Disney magic still continued.

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1] Richard Schickel, "Ruler of The Magic Kingdom - Walt Disney", Time 100 Polls, Time

2] "America's Sorcerer", The Economist, July 8, 1998.


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