Corporate Branding Structure
The Walt Disney Company manages a complex web of brands, described in the brand hierarchy. Because of the company’s complexity, it can be challenging to manage such a range of brands. Disney is considering restructuring its brand hierarchy in order to simplify its management. By examining past successful Disney branding strategies and exploring consumer opinions, it is clear that some brands can be collapsed, but others should remain separate from the Disney family brand.
Balancing Heritage with Innovation
As discovered through exploratory research, Disney is a brand that sparks memories dating back to consumers’ childhoods. Disney has been a well-established brand for many decades and has a defined heritage. All tradition-based brands struggle with maintaining established brand equity while simultaneously expanding the brand to keep it fresh.
Boost customer service in the parks as a way ...view middle of the document...
This new (and almost free) goal is a sure way to increase vacationing experiences with all of the Company’s guests.
More heavily market cheaper entertainment options rather than pricier choices.
In times of economic difficulty for all members of our global economy, a $5,000 weeklong Walt Disney World Vacation might not be in the budget. Thus is the reasoning behind this short-term goal. The Walt Disney Company should aim marketing dollars at cheaper entertainment options rather than pricier ones with the idea of involving more individuals in the “revenue generating” process. Much like the “lowering taxes and closing loopholes” argument, the idea would bring more people out of the woodwork in which to purchase Disney products.
Place increasing focus on radio channels and programming.
The Walt Disney Company should look for every outlet on which to feature the music of their new music stars, and what better way to manage that than to own radio channels and control the programming on those channels. Much like Disney has done with The Disney Channels and ABC, the Company does not worry about what station will air the shows that their studios have produced–the Company owns their own channels on which to show their content.
Plant cheaper entertainment options in smaller markets and emerging economies.
The Walt Disney Company is done a fantastic job of placing their parks and resorts where the masses are California, Florida, Tokyo, Paris, Hong Kong, and Shanghai are all points on the global with higher than normal populations. This long-term goal suggests that the Company look at smaller markets in which top place cheaper entertainment options such a solitary water park, one amusement park, or a single resort. A Disney-quality water park in Indianapolis would surely draw considerable more people than if the consumers living in that area had to fly to Anaheim for their summer vacation. Cheaper entertainment options in emerging markets too (such as Brazil, India, and South Korea) should be examined too, especially as The Walt Disney Company currently has no footing whatsoever in South America.