Walt Disney - The Evolution of the Brand
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Case Details:
Case Code : MKTG067
Case Length : 15 Pages
Period : 1901-2003
Pub Date : 2003
Teaching Note : Available
Organization : Walt Disney
Industry : Media and Entertainment
Countries : USA
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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.
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Excerpts
Background
Walter Elias Disney (Disney) was born on December 5, 1901, in Chicago, Illinois. His parents, Elias and Flora Disney had five children and he was the fourth among them.
His father was of Irish-Canadian descent, while his mother was of German-American descent.
Disney therefore, was exposed to a variety of cultures and customs as a child. When Disney was five years old, the family moved to Missouri, where Elias Disney took up farming with the help of his two older sons, Herbert and Raymond...
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The Mouse that Made it
Disney knew that he had to create a new character to make up for the loss of Oswald. On the train journey back from New York to Los Angeles, he visualized his new character, a mouse, who he wanted to call Mortimer. But his wife did not like the name and suggested 'Mickey' instead...
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Bouquets and Brickbats
With the success of Snow White, Disney became a successful Hollywood producer. With the money generated by the success of the film, he started building a new studio in Burbank, with state-of-the-art facilities.
He invested $3 million in the new studio. While the studio was being constructed, Disney animators continued working on three new projects, "Pinnochio", "Bambi" and "Fantasia". All of these feature films made new strides in the world of animation... |
Excerpts Contd...>>
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