Why Is It Necessary for Disney to Build Brand Awareness in China and Other Emerging Markets?

Disney build brand awareness in emerging market is necessary which is the BRIC (Brazil, Russia, India, China) and other emerging markets also as these countries hold the power in terms of rapid market growth in coming future. (MylkSupport 2012) 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 have 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 Company if we didn't take any action to improve it, we will face big losses. Thus, Disney Company study and understand the cultures of countries in which they will be doing business in order to incorporate this understanding into their marketing planning process. For example, in 2008, Disney released Roadside Romeo, its first animated feature developed specifically for India. One challenge in India is the number of languages and dialects. Roadside Romeo was released in Hindi, Tamil, and Teluga in order to allow more India’s family understand Disney Company’s movie.

Disney can prevent the lack of sponsorship in their goods and services through the brand awareness with a proper education to the citizens. Hence, in such international market to introduce itself is an excellent choice for Disney. So, they can increase their profit margins. In addition, by doing these, in the global market, Disney also secured their long term survival in terms of position. 3

In order to be obtained greater success, it is...