Disney's Branding Strategy and Core Competence

The Walt Disney Company

The Walt Disney Company, founded in 1923, is a conglomerate which along with all ist subsidiaries and affiliates is a leading player in the family entertainment and media business. In addition, it operates in four business segments, namely media networks, parks and resorts, studio entertainment and consumer products.

Media Networks

Media Networks consists of various broadcast, cable, radio, publishing and Internet businesses. Furthermore, this segment also comprises Marketing, research, sales and communications departments.

Important key areas are:

The Disney-ABC Television Group - is responsible for Disney’s entire global entertainment and news television properties, e.g. ABC Television Network (including ABC Daytime, ABC Entertainment Group and ABC News divisions); the Disney Channels Worldwide global kids' TV business, ABC Family, Radio Disney Network and Hyperion Books.

ESPN, Inc. – Entertainment and Sports Programming Network is a worldwide cable television network, obviously, more focused on broadcasting live as well as pre-taped sports-related events, talk shows, news etc. ABC, Inc., a subsidiary oft he Walt Disney Company holds an 80% interest in ESPN.

Parks and Resorts

The Walt Disney Parks and Resorts division manages the theme parks, holiday resorts, retail, dining, entertainment and sports complex, conference centers, campgrounds, golf courses, water parks and other recreational facilities around the world.

Studio Entertainment

This segment is the foundation on which Disney was built and produces as well as distributes live-action and animated motion pictures under

Walt Disney Pictures – Walt Disney Animation Studios, Pixar Animation Studios and DisneyToon Studios

Touchstone and Hollywood Pictures – their releases contain more mature themes which are considered unsuitable for Walt Disney Pictures‘ target audience.

Walt Disney Studios Home Entertainment distributes Disney and other film titles to the rental, home...