Disney Case 3

Your brand is the identity of your business and your product. It lets you build strong product recognition and positive product association for your particular product without having to depend on the same generic terms as all your competitors. By itself, high brand awareness does not guarantee that the consumer will prefer one business over another, but without a distinct and well-known identity, your business won't even be in the running to attract that customer. Disney must build brand awareness in the new emerging market which it is necessary because it is in the BRIC and other emerging markets. Also as these countries hold the power in terms of rapid market growth in coming future. For these products are very few factors that differentiate one product from its competitors. So that, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales, that’s why brand awareness is a very important way of promoting related goods and products. In the year of 2006, only twenty-five percent of the company's revenues came from outside the United States. As the company targets China, India, South Korea and other emerging markets, it is departing from its “one size fits all” approach until several divisions failed to garnered enough profit. This is the problem for Disney if they didn't take any action to improve it, they would eventually face big losses in the long term. Being able to move into China is a major milestone for Disney because there is an increasingly affluent middle-class in China, so they have money to spend and money to travel. Such is Disney's faith that China's youth will embrace the likes of Mickey Mouse and Sleeping Beauty.

I fully agree with Disney’s decision to pursue localization as its approach to emerging markets. Cultures vary far too much for a global approach, with each country and region having their own unique values and beliefs on just about everything, their customary United States approach...