Disney's Brand's Success

1371 Words Dec 4th, 2015 6 Pages
The Walt Disney Company has been successfully creating and capturing value for their customers for over nine decades. With a net worth of 74.9 billion dollars, Disney has claimed the title as of one of the most profitable companies in the world. Their product line is extensive, as they currently own and run a successful media network, several theme parks and resorts worldwide, an extensive merchandise line, a studio entertainment sector, as well as Disney Interactive. Disney’s brand’s success hinders on several points of difference that have allowed the company to flourish. Firstly, Disney creates an undeniably unique experience for its customers. The theme parks have a “magical” feel to them, which keeps families coming back for decades. Their customer retention rate is high, and going to visit Disney world had been incorporated into the American identity. Additionally, their business strategy is innovative and strategic. The company delineates that their purpose is to “create happiness.” This evokes the naturalistic needs of humans, and also pulls at customer’s wallet strings. Furthermore, Disney has published that, “The Company’s primary financial goals are to maximize earnings and cash flow, and to allocate capital towards growth initiatives that will drive long-term shareholder value.” In order for Disney to live up to this financial mission statement and in order for them to continue to be successful, they must continue to create value for their customers in order to…

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