Disney Brand Audit

Disney Brand Audit

Introduction

Most people across the globe know about Disney. This shows that it has been successful in establishing its brand. Located in Orlando, Florida, in the United States of America, Disneyland is a household name popularly known for its wide range of products in the entertainment industry. The success and growth of a brand name is measured through brand audits. Brand audits are comprehensive examinations of a brand aimed at discovering its sources of brand equity. This type of audit enables the company to know the customers perceptions of its products and brand and thus assisting the company make strategic positioning decisions. Why is Disney's brand successful?This paper seeks to develop a brand audit which evaluates Disney as a brand name and ways that it can use to increase its brand equity.

History of the brand

Walt Disney Company was started by Walt and his nephew Roy in October 1923. It started as Disney brothers Studio with focus on animations. However, Walt Disney today consists of portfolio bands related to the entertainment industry. However over the years it has struggled through unsuccessful creations and characters. However its fortune changes in 1928 with the creation of Mickey Mouse. Although initially the name was Mortimer Mouse, it was trademarked. Mickey Mouse presented a "kind- hearted happy-go-lucky attitude" that has over the years being able to capture the family hearts and has remained perfect for Disney's image. In 1955 Disney extended beyond the cartoons and the animations through the opening of the Disneyland. The theme parks assisted in building multiple associations and powerful impacts on the consumers' interactions. Over time Disney continued its involvement with media such as music, films, television etc. In 1995 it purchased the ABC networks. Disney now uses its portfolio of brands to support each other in various promotions and campaigns. Disney brand value in 2000 was estimated at $ 33.5 billion.

Brand Inventory

Walt Disney Company under the corporate brand id subdivided into ABC and Disney brands. The ABC family brand consists of sub brands and individual brands in television and production industry. The Disney family brand on the other hand houses a wide breadth of various businesses including, Disney parks, Disney consumer products, Disney pictures among others.

Positioning in the Market place

A crucial aspect of maintaining and managing a successful brand is the ability to position it in the market place. Disney ranks 1oth worldwide based on the brand weight. Brand weight describes the brands ability to dominate a specific segment of the market. Based on brand length, Disney ranks first. Brand length is the ease of expanding into new markets and categories.