Why did the Disney Brand devaluate over years?
Date Submitted: 11/16/2003 02:40:12
Category: / Business & Economy / Marketing and Advertising
Length: 5 pages (1286 words)
Category: / Business & Economy / Marketing and Advertising
Length: 5 pages (1286 words)
"It is often said that our company's most valuable asset is the Disney name. Well you will get no argument from me. I kind of like the name myself, but in recent times there has been a tendency to refer to it as the Disney brand. To me this degrades Disney into a thing to be bureaucratically managed rather than a name to be creatively championed. Branding is something you do to cows."----Roy Disney
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…Disney channel turns up as the number one, essentially creator of a brand image. And when the Disney channel is doing as well as it does, or is doing, it has a very positive impact on the Disney brand which has been the halo effect on all of our Disney branded businesses which is great."
------------Robert Iger, speaking at Bear Stearns 17th Annual Media, Entertainment & Information Conference, March 9, 2004.
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