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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Disney Lives on... Contd...
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Disney was one of the most successful names in the field of animation. In fact, many wrongly believed that Walt Disney was the inventor of animation. However, there is no doubt that it was Disney who made animation what it is today.
The widespread popularity animation enjoyed for a long time was due to him. He used technological innovations to improve its quality.
His name was associated with pure entertainment. His creation Mickey Mouse, was as popular at the beginning of the 21st century as it he was when Disney had first created it more than 75 years ago.
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Much of Walt Disney's success was due to his extraordinary management skills. He pioneered branding, brand-stretching and merchandising, and all that later became integral to the world of Hollywood. In 1938, with the film Snow White, he became the first producer to have a complete merchandising campaign for a film.
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He started Mickey Mouse Clubs for children which offered them games and prizes, to cement their loyalty to the company. Millions of consumer products were sold all over the world under the Disney brand.
Walt Disney's extraordinary marketing efforts have managed to keep his name alive even after 27 years of his death.
The Walt Disney Group of Companies was a diversified entertainment house which had business interests in media, resorts and parks, studios, consumer products and the internet (Refer Exhibit I for an overview of the Groups businesses)... |
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