Walt Disney - The Evolution of the Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG067 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 15 Pages
Period : 1901-2003
Pub Date : 2003
Teaching Note : Available
Organization : Walt Disney
Industry : Media and Entertainment
Countries : USA


The case describes the evolution and growth of a highly successful and diversified entertainment Group - The Walt Disney Group of Companies.

The Walt Disney Group, which now has interests in diverse fields such as media networks, studio entertainment, consumer products and resorts, initially, started as a small studio which made short animated films.

The studio was not very successful and often ended up having debts. Disney's fortunes changed after the creation of a very popular cartoon character called Mickey Mouse. Disney is credited with making the first animated film synchronized to sound.

Disney went on to make a number of successful animated films. Prominent among them were Snow White (which was the first feature length animated film), Cinderella and Bambi. The company also made successful live-action films like Treasure Island and Mary Poppins. Gradually the Disney company diversified into other areas like resorts and parks and television shows.

After Walt Disney's death in 1966, the company faced a downturn due to a lack of effective leadership. But things improved after Michael Eisner took over as chairman in 1984. At the beginning of the 21st century, the Disney company was the second largest media group in the world, behind only AOL Time Warner.


• To trace the evolution and growth of a highly successful brand in the field of entertainment.


  Page No.
Disney Lives on... 1
Background 2
The Mouse that Made it 4
Bouquets and Brickbats 5
Disneyland - A Fantasy World 6
Disney on TV 7
Disney After Walt 8
Conclusion 10
Exhibits 11


Evolution, growth, diversified entertainment Group, The Walt Disney Group of Companies, media networks, studio entertainment, consumer products, resorts, initially, small studio, short animated films, debts, Mickey Mouse

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