The Walt Disney Company has one of the most powerful brands in the world. Brand power refers to the ability of a brand name to augment the value of a product (Ferrell & Hartline, 2019). The Disney brand is famous for cartoon figures such as Mickey Mouse, for amusement parks, for TV programs and movies, and broadcasting. Over the years, the company has not only expanded its product-base but also cultivated a powerful brand name.
The Disney brand developed from the concept of creative and amusing cartoons such as Mickey Mouse and Donald Duck, as developed by Walter Disney. Based on these characters, the brand developed in two important ways (Knutsson, 2016). On the one hand, the characters garnered popularity in the USA and gradually, around the world. Secondly, technological advancements enabled the multimedia use of cartoons to make movies and short skirts. The key to the development of the Disney brand was adjusting the internal environment of the company to align with the external environment. For example, Disney took the popularity of simple cartoon brands and developed a powerful brand around it. Secondly, Disney adopted new technology as it came and applied it to advance his earlier simpler works (Knutsson, 2016). Finally, Disney never stopped applied innovation and invention in order to keep advancing, adjusting, and modernizing its products. Through a combination of these three factors, the company developed exponential brand power.
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Finally, after developing brand power, a company can lose it through a scandal or inadvertence (Mathews, 2015). I keenly follow issues relating to social justice, such as health issues, human rights, and social justice. For example, if a brand associated itself with unfair labor practices or discriminatory behavior, it will lose value to me no matter how good its products are. So far, I am unaware of such incidents associated with the Disney brand. Currently, social justice causes are important, more so when it comes to political correctness in programming. In my opinion, although most traditional programs had social justice issues, Disney is among the less scandalous, hence my positive opinion about its brand.
References
Ferrell, O. C., & Hartline, M. D. (2019). Marketing strategy: text and cases . Boston, Massachusetts: Cengage Learning
Knutsson, A. (2016). Strong Brands: Some Fundamentals and Benefits.
Mathews, J. (2015). Brand personality: Finding compatibility between human personality and brand characteristics. IUP Journal of Brand Management , 12 (2), 21.
