Disney brand audit : the power behind the mouse : an honors thesis (HONRS 499)

Abstract

Disney is one of the most popular and well-established brand names today. But what makes up a brand, and why is Disney so successful? This project examines and evaluates Disney as a brand. The entire corporate brand hierarchy is briefly explored, but the primary focus in on Disney as a family level brand. The project is comprised of a brand inventory exploring the brand's positioning and the management of the brand, a brand exploratory in order to describe the Disney brand image from the consumers' perspective, and finally recommendations based on the brand's evaluation. Overall, Disney is a well managed brand that can act as a model for others. It is, however, important to note Disney's potential challenges as a brand due to its complex portfolio and its long run popularity. Regardless of the possible struggles for the brand, readers will see that Disney is a brand that is able to captivate and build connections with a wide market of consumers.