Saturday, March 3, 2012

The Walt Disney Brand


That word is how I define Disney. My first vacation trip took place at the Most Magical Place on Earth--Disneyland.  I was four years-old and I was hooked. Let's just say that my family and I have a brick placed at the Disneyland Park, where we insist on visiting it every year.

The Walt Disney Company has built a brand that is recognized all over the world. The company ranges in four business segments: media networks, parks and resorts, studio entertainment, and consumer products. The Walt Disney brand principles resides within each segment, and therefore, grows each year with increasing success.

I came across this video from the Disney Institute. Matt Ryan, Senior Vice President of Brand Management for the Walt Disney Company describes how successful companies, like Disney, leverage brand identity.

Ryan states that having a brand means having a clear proposition in the market so that people know what you stand for. Your identity is what can make your brand stand out from all the clutter in a competitive market base. He also talks about the importance of customer relationships. A company that understands the essence of universal principles that stand the test of time, will remain successful for eternity. The impact of our actions also defines a brand. "It's not what we make, but how we make it," says Ryan. This short clip provides the values of a company brand but also emulates the Walt Disney identity that has distinguished itself from competitors decade after decade.


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