Walt Disney

Corporate Branding Structure

The Walt Disney Company manages a complex web of brands, described in the brand hierarchy. Because of the company’s complexity, it can be challenging to manage such a range of brands. Disney is considering restructuring its brand hierarchy in order to simplify its management. By examining past successful Disney branding strategies and exploring consumer opinions, it is clear that some brands can be collapsed, but others should remain separate from the Disney family brand.

Balancing Heritage with Innovation

As discovered through exploratory research, Disney is a brand that sparks memories dating back to consumers’ childhoods. Disney has been a well-established brand for many decades and has a defined heritage. All tradition-based brands struggle with maintaining established brand equity while simultaneously expanding the brand to keep it fresh.

Boost customer service in the parks as a way of besting competition without increasing expenses.

The great thing about exceptional service is that it is no more expensive than adequate service. Already in place is a series of managers that supervise Disney employees who have direct contact with guests. This goal is as simple as developing a new standard for customer service and ensure that managers implement them to perfection. If an employee, then, has a negative attitude toward a guest, either the employee needs reprimanding because they know the customer service standards and are not living up to them or they are his/her direct supervisor needs reprimanding because the new standards were not properly explained. This new (and almost free) goal is a sure way to increase vacationing experiences with all of the Company’s guests.

More heavily market cheaper entertainment options rather than pricier choices.

In times of economic difficulty for all members of our global economy, a $5,000 weeklong Walt Disney World Vacation might not be in the budget. Thus is the reasoning...