Disney's Branding Approach
Disney/Marvel’s critical analysis of approach to branding and marketing communications using concepts from B825 units five (branding) and six (communications) based on Apple Case Question A.
Q. A: Critically analyse Apple’s approach to branding and marketing communications using concepts from B825 units five (branding) and six (communications). (20 marks)
The case talks about two brands Disney and Marvel in the light of the recent acquisition of Marvel by Disney. Hence not only Disney’s and Marvel’s approached to branding and marketing communications will be analysed, but also the effects of the above merge to these processes.
De Chernatony and Mcdonald define brand as an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant unique sustainable added values that match their needs most closely
Perrier argues that ‘depending on the market up to 70% of the earning can be attributed to brand’, and John Stuart from Quaker Oats reinforces this assertion by saying that he will quite happy to be left with brands, trademarks and goodwill if his business were to be split up.
Assuming that we are clear on the importance of brands in value generation for an organisation and its stakeholders including consumers it is then of crucial importance to understand how organisations manage their branding processes and if there is any room for improvement.
The process of building and sustaining brands is a perfect model to start with for analysing Disney’s and Marvel’s approach to branding as it talks about such essential elements of branding as
- Brand vision
- Brand objective
- Brand audit
- Brand essence
- Brand resources
- Brand evaluation
As we all know Disney’s brand is underpinned by a collection of characters from classic Disney films embodying Disney’s storytelling heritage and the emotional connection that parents have with their childhood moments (brand
Q. A: Critically analyse Apple’s approach to branding and marketing communications using concepts from B825 units five (branding) and six (communications). (20 marks)
The case talks about two brands Disney and Marvel in the light of the recent acquisition of Marvel by Disney. Hence not only Disney’s and Marvel’s approached to branding and marketing communications will be analysed, but also the effects of the above merge to these processes.
De Chernatony and Mcdonald define brand as an identifiable product, service, person or place augmented in such a way that the buyer or user perceives relevant unique sustainable added values that match their needs most closely
Perrier argues that ‘depending on the market up to 70% of the earning can be attributed to brand’, and John Stuart from Quaker Oats reinforces this assertion by saying that he will quite happy to be left with brands, trademarks and goodwill if his business were to be split up.
Assuming that we are clear on the importance of brands in value generation for an organisation and its stakeholders including consumers it is then of crucial importance to understand how organisations manage their branding processes and if there is any room for improvement.
The process of building and sustaining brands is a perfect model to start with for analysing Disney’s and Marvel’s approach to branding as it talks about such essential elements of branding as
- Brand vision
- Brand objective
- Brand audit
- Brand essence
- Brand resources
- Brand evaluation
As we all know Disney’s brand is underpinned by a collection of characters from classic Disney films embodying Disney’s storytelling heritage and the emotional connection that parents have with their childhood moments (brand