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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Disneyland - A Fantasy World

It was in the early 1940s that Disney got the idea for Disneyland. He was trying to entertain his two daughters on weekends when he realized that there was no clean, safe place where children could be entertained at a reasonable cost.

He got the idea of starting a new place that would fit the bill. He started working on a series of ideas including that of an amusement park with joy rides and a traveling show which would go to the people. But none of these ideas satisfied him...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Disney on TV

Television, to which Disney turned a source of funding for the Disneyland project, soon became a major part of the Disney empire. Disney became a big name on television. The show helped ABC a great deal too...

Disney After Walt

After Roy Disney's death in 1971, Don Tatum became the chairman and Card Walker, the president of the Disney Group. Ron Miller became the executive producer. The successors lacked the vision of Walt and Roy Disney and almost led the company to bankruptcy...


Disney was the biggest brand in the entertainment industry world over. Disney was a pioneer in the field of animation...


Exhibit I: The Walt Disney Group of Companies
Exhibit II: Annual Financials of the Walt Disney Company
Exhibit III: Mickey Mouse as He First Appeared in 1927

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