Case on the Disney Brand

14200 WordsMar 11, 201057 Pages
Key Words: Brand Extension, Expansion into New Geographies. Brand Culture, Brand Symbols, Semiotics Analysis. Study of ‘Disney’: Strategies and factors that helped build the iconic brand. Group 7 Archana Menon 2008 09 A Chandan Pansari 2008 12 A Ranjani Mani 2008 43 A Sumita Das 2008 55 A INDEX Introduction ..........................................................................................................................4 Licensing .................................................................................................................................4 Negative Effects of Licensing................................................................................................5 Brand Extensions and…show more content…
29 Euro Disney Land: Learning’s .................................................................................................29 Targeting Global Growth:...................................................................................................30 Case in Point: Expansion into China: ..................................................................................... 31 Background: ..........................................................................................................................31 The Chinese Market:..............................................................................................................31 The Locally tailored Retail Strategy: .......................................................................................32 Choosing Partners: ................................................................................................................33 Concentration in the retail segment: .....................................................................................33 Distribution: ..........................................................................................................................34 Pricing Strategy: ....................................................................................................................34 Fighting Piracy: ......................................................................................................................35 Marketing and Promotions:
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