Business Case Studies, Brands & Branding and Private Labels Case Study, Walt Disney, Brand Extension Strategies

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Case Title:

Walt Disney's Brand Extension Strategies: Is the Brand Overstretched?

Publication Year : 2009

Authors:  Swapna Pragada, P. Girija

Industry: Services

Region:Global

Case Code: BBP0110

Teaching Note: Available

Structured Assignment: Available

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Abstract:
This case study was written primarily to trigger an interesting discussion on the merits and demerits of brand extension. Written in the backdrop of Walt Disney’s (Disney) brand extensions, this case study can also be used effectively to highlight the differences between the brand extensions of a manufacturer’s products with that of a service provider.

Recognised as a synonym for family entertainment across the globe, Disney has its presence in various segments like theme parks, television, merchandising, etc. However, its multiple businesses have been affected by the receding global economic conditions. In order to survive, the company in 2006, extended its brand into its consumer products division by launching ‘non-character’ products. In doing so, Disney faces the risk of severe competition from well-established brands in those product categories. Analysts opine that the brand extension of Disney might result in dilution of the brand. Hence, to what extent can a brand be stretched? Will a brand fade away or lose its charm due to brand extension?

Pedagogical Objectives:

  • To understand the importance of branding and how it helps in differentiating a product/service from its competitors
  • To study and analyse the evolution of the branding strategy of Disney
  • To debate on whether the company’s brand extension through selling of ‘non-character’ products would retain or damage its brand image.

Keywords : Brand Extension, Brands and Branding, Brand Building, Brand Dilution, Brand Extension Strategies, Licensing, Franchisees, Differentiation, Differentiating Services and Products, Branding Strategies

Contents:

  • The Making of Walt Disney Brand
    • Walt Disney: The Early Years
    • Disney: Expanding its Horizons
    • Disneyland: Moving Closer to People
  • Brand Expansion of Disney: Expanding the Disney Kingdom
  • Brand Extension of Disney: The Strategic Shift
  • New Consumer Products of Disney

  • Walt Disney Company – Business Segments
  • Landmark Dates in Disneyland History
  • Some of the Popular Characters of Disney
  • The Walt Disney Company’s Shareholders Meeting Remarks as of March 3rd 2004
  • Disney Consumer Products

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