PRESENTED TO: Sir Raheel PRESENTED By: Maria 1657116

DISNEY WALT COMPANY

WALT DISNEY COMPANY

BRAND ELEMENT ANALYSIS

Disney’s History

It All started with a mouse..

Followed by,

Snow-White and Seven Dwarfs

And then…
It All started with a mouse..

Followed by,

Snow-White and SevenAnd that is how

Dwarfs
DISNEY defined
And then… its Brand…
Vision, Mission, Purpose
Vision:

The Walt Disney Company is to be the preeminent

leader in the field of family entertainment.

Mission:
To be one of the world’s leading producers and
providers of entertainment and information

Purpose:
Commitment to producing unparalleled
entertainment experiences based on its rich legacy of
quality creative
WALT DISNEY- THE BRAND
The Walt Disney Company is more than just a
brand or business, is an authentic American
icon.
Brand Elements
 A brand is represented by various tangible
elements that create and formulate a brand
identity

 Brand elements are “those trademark able devices

that serve to identify and differentiate the brand.”

 Disney has worked hard to create a successful and

recognizable brand equity and image, thanks to
their massive success, constant and expansion and
all the brand elements that built-up its’ Brand
Equity.
8 Brand Elements of Walt
Disney
In order to find out how the brand Walt
Disney is built, we need to strip it down to
brand elements.

For example: the logo, slogan, characters,

package, jingle or symbols.
6 Criteria to measure each Brand Elements
• Memorable (inherently memorable i.e. easily recognizable, easily
recalled)

• Meaningful (descriptive, persuasive; communicates general &

specific attributes of the brand)

• Likable (fun and interesting, rich visual and verbal imagery,

aesthetically pleasing, appreciated by the consumers)

• Transferable (easily transferrable across product line category

extensions, across geographic boundaries and market segments)

• Adaptable (flexible, updatable i.e. easier to modernize in order to

suit the changing landscape of what consumers see as valuable)

• Protectable (legally protected interationally, competitively safe to

avoid fakes, frauds or duplications.)
Brand Name & URL
Named after the founder of the company

URL as well, it has all the things that Disney does: theme parks, resorts,
movies, TV programs, characters, games, videos, music, shopping
1. Brand Name & URL
Memorability:
Extremely memorable, recall and recognition are instant.

Meaningfulness:
Strong associates of happiness, however it doesn’t resonate
with the brand’s products in literal terms. But still is translated
in different languages and hold the same meaning.

With its unique concept of the use of “magical world”, the

concept immediately leads the brand name to connect with a
strong positive image with happiness.

Likeability:
It’s very interesting and reflects the dream of Walt Disney, as the
brand name is the owner’s name itself. Creating a strong visual
imagery.
Continued
Transferrable:
It’s highly transferable to all other product categories of Disney, like
Walt Disney pictures, theme parks, and Disney merchandise products
and media networks.

It’s Famous across geographic boundaries. People all around the world
know its name.

Adaptability:
It’s adaptable in terms of how consumers still perceive it.

Protectable:
It’s incredibly protected legally and competitively both. It’s registered
internationally.
2. Logo & Symbol
Memorability
Logo has immediate Brand recognition. People can recall it with
brand’s core value perfectly.

Specifically The Walt Disney logo and Disney Pictures logo is the
most recognizable.

Meaningfulness
Resonates with what brand promises, giving a magical experience or
feeling.

Represents the brand image and everything the company offers.

Most importantly the magic and fantasy associated with the brand
logo gives it meaning to the core.

Likeability
Pleasant, magical and appealing to look at.
The concept connected with it leads to positive associations of
happiness and excitement.
Continued
Adaptability
It’s Very adaptable to its affiliated and subsidiary companies.
Occasionally tweaked, however never too extreme.

Transferability
Transferability is very high. E.g. Disneyland Paris, Shanghai Disney
Resort, Disney Cruise line etc.

Protect-ability
Highly protected logo; internationally registered
3. Characters
Memorability
Its characters have high brand recognition and recall. Mickey Mouse,
Cinderella, Snow-white.

Meaningfulness
Because of the emotional and positive relationship they have with the
brand.

Fantasy and lovable characters with vibrant colors and are great fun,
capture the childhood imagination that frame the entire brand,

Likeability
Very likeable as they aren’t characters, they are “real people” related to
everybody’s childhood from decades.
Continued..
Adaptability
Not very adaptable, small improvements over time.

Transferability
They are known worldwide. High level of tranferability

Protectable
Highly protected.

Disney Name and characters are trademarked under the Walt Disney
organization; hence have highly strict protectability over anything
associated with the brand.
4. Slogan- “Where dreams come true.”
Memorability:
The slogan “Where dreams come true” is equally memorable and
famous as the logo.

Disney didn’t use slogan much in promoting the other brand divisions,
except for in its theme lands and resorts where consumer immediately
thinks of Disneyland upon hearing the slogan.

Disney as a brand name with its concept is so strongly ingrained in

consumer’s mind that with other Disney branded entities, it’s inevitably
recalled,

Meaningfulness
Conveys the magic that they produce for consumers

Likeability
Very likeable because of the rich imagery it creates
Continued..
Adaptability
Very adaptable with regards to what Disney slogan aims to deliver to its
consumers which is fun, happiness and magic.

Transferability
Highly transferrable; people across the world know about it and relate
to it.

Protect-ability
Highly protected
6. Packaging & Signage
I can imagine when you can’t think of the packaging of Disney

But if you think about the theme parks and the way they are decorated

Memorability
All the products packaging clothing, toys to books have Disney
characters. One can recognize and recall Disney immediately

Meaningfulness
Very meaningful, as they are strongly connected with the overall Disney
brand and its essence.

Likeability
Very likeable for consumers who love Disney of course.
Continued
Adaptability
Adaptable across all other Disney Branded Entities.

Transferability
Yes highly transferable, as they are available worldwide.

Protectable
Highly protected, no fakes or frauds could tarnish the brand image. The
consumers know the true brand and what it delivers.
Conclusion
The Disney brand is known throughout the world

Own 85% approx. of US Media and Entertainment industry.

indeed a very salient brand. Its advantage is that it’s the oldest motion
picture brand.

It has come along way, So THERE’s ONLY ONE DISNEY! For all of us!