The paper covers the brand Disney adn how it developed to be an international with global franchises under the same name. It looks at the complementarity that exists among the various branches across the globe and how they help each other maintain the brand Disney. Its also looks into how the management has managed to make all clients think of the brand in unison.
Brand "Disney"
Disney is an entertainment company that operates under five key groups namely: Media networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive Media. It owes much of its success to brand loyalty. Disney has over the years strengthened connection with the consumers by building personal relationships based on authenticity and trust. This has led to its continued growth and success (Walt Disney, 2013). Other than emotional connection there are other factors that have made Disney a brand to reckon with in the entertainment realms namely: spending time with customers, building repeat business, and ability of the proprietors to secure the brand's future.
Just had previously been mentioned, Disney, its subsidiaries, and affiliates has five business segments. These business segments ensure that Disney attains its goal of being an international family entertainment and media enterprises. In a bid to help Disney realize this, the Media Networks segment, that brings on board broadcast, cable, radio, publishing, and digital businesses, ensures that content is developed and distributed (Walt Disney, 2013). The segment supports the headquarters, communications, digital media, distribution, marketing, research and sales groups in the larger Disney network. Walt Disney's global entertainment and news television properties that falls under Disney/ABC Television Group are categorized under the Media Networks. ABC Television network, ABC Owned Television Station Groups, Disney Channels worldwide, and ABC Family fall under media networks (Gabler, 2007).
Disney's Parks and Resorts category seeks to catapult Disney into a renowned entertainment company by creating a unique destination built around story telling and immersive experiences. This category has since grown into one of the world's leading providers of family travel and leisure experiences (Walt Disney, 2013). The travel and leisure experiences provides guests with chance to spend time with their family members something that embeds memories into their brains that cannot be erased easily. The Walt Disney Parks and Resorts have lived up to Disney dream of become an established international entertainment company by opening up five world class vacation destinations with 11 theme parks and 43 resorts in North Africa, Europe, and Asia (Walt Disney, 2013). It also has Disney cruise line that has four ships. These provide guided family vacation experiences to various destinations around the globe.
The Walt Disney studio is the core of Disney's Business operations. The studio is the epicenter of entertainment bringing quality movies, music, and stage plays to consumers through out the world. Feature films are released under Walt Disney Animation Studios and Pixar Animation Studios banners; Disneynature banner; Marvel Studios Banner; and Touchstone Picture Banner (Walt Disney, 2013). Live action films from DreamWorks Studios are distributed under Touchstone Studio banner. Walt Disney Records, Hollywood Record Label, and Disney Music Publishing all fall under Disney Music Group. An organization like the Disney Theatrical Group that is Disney's subsidiary produces and licenses live events.
The Disney Consumer Product has its affiliates that help it extend its merchandise. The merchandise include apparel, toys, home decor and books, magazines, books, beverages, stationary, electronics, and fine art (Walt Disney, 2013). These activities are facilitated by franchise-based licensing organization like Disney Classic Characters and Disney Baby, Disney Live Action Film, and Disney Media Networks and Games. Other organizations involved here include Disney Publishing Worldwide, a company that publishes children's book and magazines (Walt Disney, 2013). These organizations help Disney in actualizing its objective of being an international entertainment company.
Finally, the last group, Disney Interactive and its allied organizations entertains kids, families, and Disney enthusiasts everywhere with world class products that push the boundary of technology and imagination (Walt Disney, 2013). This kind of entertainment is provided on digital media platform like blockbuster mobile, social and console games, online virtual worlds, and the Moms and Family network websites.
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