Disney 's Brand Management Research

Entertainment-media industry is a new and fast-developing industry with broad customer base and market prospects, however, Chinese entertainment-media industry is fall further behind compared to developed countries. The Walt Disney Company is a leading diversified international entertainment-media enterprise with its proven experience of brand management for nine decades, and worth Chinese enterprises learning from it. By the research of the history of Disney Company, this paper found out the way that Disney Company build its brand from nothing to everything. Through the process of the brand foundation to the brand maintenance then to the brand promotion, the name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920 s to today’s global corporation, the Walt Disney Company continues to provide quality entertainment for every member of family, across America and around the world. The brand management of Disney is successful on the whole, but still, there are some shortcomings to deal with. This paper proposes the improvement according to the shortcomings and also proposes some suggestions for the native entertainment-media enterprises. Finally, come to the conclusion that clear market positioning, good enterprise culture and innovative quality products is the key point to the success of Disney Company, and that is exactly the experience that native entertainment-media enterprises should learn from.