Disney

Home unit 7466

home industry study Home

Class daily schedule

DISNEY

recent article on meta-disney http://www.theage.com.au/entertainment/movies/disney-remakes-why-liveaction-versions-of-dumbo-jungle-book-and-beauty-and-the-beast-are-coming-to-the-big-screen-20150402-1md1z0.html Marketing the brand: Disney qualitative research Read this topical interview http://www.gamesindustry.biz/articles/2013-04-05-warren-spector-the-exit-interview?utm_source=newsletter&utm_medium=email&utm_campaign=european-daily WEB PAGE ANALYSIS Marketing a corporate brand: Disney does not exist in the objective nature of the product, but solely in the consumer’s perception

http://www.independentcinemaoffice.org.uk/resources/how-to-start-a-local-cinema/strategic-choices  Aesthetics thinking 1.Take, for example,architecture or web page design http://www.architecture-student.com/architecture/aesthetic-components-design-unity-elements/ What did the Disney study do in order to set up the pre-conditions to make Disney holiday possible? What are Disney holidays? How are Disney holidays sold? To whom are Disney holidays sold?

Read the abstract ( Disney Magical Kingdom. It is a comprehensive commercial analysis

Who is Mickey? How and why does he sell an idea? http://kidsthemebedrooms.com/mickey-mouse/minnie-mouse-decorating-ideas.html http://www.disneystore.com/mickey-friends/mn/1000034/?CMP=KNC-DSPCharacterGoogle&referrer=google&s_kwcid=TC%7C12111%7Cmickey%


 * Discuss notes below on the Disney abstract ( class handout) **

readin-- -- reading 2 Marketing a corporate brand: Disney**

__Staff__ Staff public relations and their impact on their market

The stars of the mass people-handling business are McDonalds and Disney //- The halo effect//

Representations of minorities and emotion through animation and verbal contentStaff: helpfulness caring and sincerityCast members for “Magical Gatherings” – trained for their work as a “role” in ”the greatest show on earth”Deal with any situation in an approved or appropriate manner Image is a collection of memory fragments, reconstructions, reinterpretations, and symbol standing for objects, feelings, and ideas. The personality of character of the company projected to the public Brand is the product. Discuss the bottom of page 2.

- a combination of sensual appeal - rational appeal - emotional appeal

particularly, “ successful brands are distinguished by their memorability, meaningfulness, aesthetic appeal, transferability both within and across product categories as well as across geographical and cultural boundaries and market segments, adaptability and flexibility over time, and legal and competitive protectability and defensibility Brands can increase consumer confidence and purchase intention

World Wide Web


 * 1) 1955. Many years in the animation business
 * 2) 1971. Theme Park, Florida
 * 3) EPCOT
 * 4) Disney-MGM studios

**Qualitative Research** The web page **Pictures graphics wording** Q. What messages does Disney sent its publics through its “Magical Gathering “

Website? How do these messages build a successful brand image for “Magical Gatherings”?

- Start by forming categories

- Move to descriptions of these



Work with the ideas on this Disney model further on Cinema Audience page