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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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Brand Marketing Program
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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Brand Marketing Program
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_Resorts7/31/2019 Wal tDisney Company
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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_Resorts7/31/2019 Wal tDisney Company
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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_Adventures7/31/2019 Wal tDisney Company
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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_station7/31/2019 Wal tDisney Company
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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_station7/31/2019 Wal tDisney Company
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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
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