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Disney Branding Dissertation....olease Help!

Posted by Anonymous on 10/9/2009 at 9:43 AM ET 125 Points
i am currently trying to come up with a good dissertation title and am really struggling. i am really interested in branding and specifically Disney branding as it is so successful.....in particular the films. i was thinking of doing a study into how disney have survived for 70 years in the film market despite the ever changing audience and looking into the branding of the company to see if its this that has helped?

i do sort of feel that this a bit 'wishy washy' and not a strong subject so if anybody could help in pointing me in the direction of a good subject that would be great!

Louise

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  • Posted on 10/9/2009 at 2:10 PM Accepted
    What you are really talking about is trying to isolate and quantify the value of the Disney brand itself ... independent of the quality of Disney products/films or the marketing strategies or tactics used by the company.

    There are books and articles on the subject of brand equity and various ways to measure/estimate it. For all I know, there are even examples that use the Disney brand.

    Suggest you research brand equity and the approaches used to measure a brand's value.
  • Posted by Gary Bloomer on 10/10/2009 at 9:53 AM Accepted
    Dear Louise,

    Disney's a marketing powerhouse. A study in pure genius that is
    all about marketing magic.

    It's all about forgetting the outside world and voyaging back to a time of classic small town America. In Disneyland, there is no outside world, there's no credit crisis, there are no wars. Get the idea?

    So, titles:

    Measuring the Magic: Reinventing Reality
    Wonderland: The Magic of Disney's Marketing
    Disney: Magic, Wonder, and Profits Against the Odds

    I hope these help or that they at least spark other ideas.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 10/10/2009 at 10:29 AM Author
    thank you both very much for your help, i have looked into brand equity and am going to try and find some examples on disney itself to see what resources would be available if i decide to go with this idea.

    gary- i have never thought about disney and the 'credit crunch' and think that it could be a really interesting topic to look at, however my dissertation needs to answer a question. do you think i could investigate into something specific such as why the parks are doing well against all odds and then go into the branding side and brand loyalty....people know what they are getting and it is an escape from reality. the only problem i am geting from this is whether i am going off on a tangent from branding to consumer behaviour?

    i hope this makes sense as i tend to confuse myself!! thank you very much for your help it is much appreciated.

    Louise
  • Posted by Jay Hamilton-Roth on 10/10/2009 at 4:44 PM Accepted
    Branding/Consumer Behavior should be interwoven. Branding is the complete experience of the company. Consumer behavior is the reaction to the experience.
  • Posted on 10/12/2009 at 6:46 AM Author
    thank you very much, i had never thought of the point you make about re releasing things from years a go- i guess this can be seen in the re-release of toy story in 3d. you also make an interesting point about Winnie the pooh and this could be an interesting subject to look into and why this is the case.

    i feel i have a lot of things i could potentially write about but am confused as to what the main point of my dissertation will be trying to find out, i could go into how disney has lasted so long in an ever changeing world- this would then allow me to write about their branding and how they re- release titles?

    Louise
  • Posted on 10/12/2009 at 7:07 AM Author
    one final idea!!

    i have thought i could ask the question ' the magic of disneys marketing: how have disneys films lasted so long in an ever changing world?' ( i would change the wording!) i could then go into disneys takeover of Pixar, the marketing strategy of re-releasing titles, imerseing consumers in 'another world', i could then do a literature review on branding and how Disney have built a strong brand as well as owning other aspect ie Buying the rights to Winnie The Pooh and then could also do some quantative research with questionaires asking people why they watch the films and why they choose them over others.

    what do you think?!

    Louise
  • Posted by cookmarketing@gmail. on 10/13/2009 at 11:24 PM Accepted
    Think of Disney as a manufacturer.
    They manufacture brands/characters via movies/parks/ESPN etc.

    Try that model approach to what happens to make the magic
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