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Brand Management And Brand Loyalty Essay

Disney Entertainment Connecting with Core Customers

Disney is a world leader in understanding their target markets and uses advanced systems and innovative technologies to understand their consumer base on a level never before possible. Disney's overall value proposition target involves making experiences more memorable and accessible through innovative technology. Disney's primary strategic objective is to produce high-quality content through their entire product mix which includes a variety of brands that are used to target different market segments. Since Disney's product mix is so diversified and includes many different brands and operating channels, maintaining close relationship with its customers and maintain its level of quality and customer service can be difficult to manage effectively.

To illustrate the complexity in product mix, the media channels alone consist of The Walt Disney Motion Pictures Group which operates as its own brand but also has several extensions including Walt Disney Pictures and Television, Miramax Films, Pixar Animation Studios and Disneynature. The Disney-ABC Television Group operates ABC, ABC News, ABC Family, ESPN, The Disney Channel and several others. Interactive marketing is handled by Disney Interactive Media Group and includes Disney.com, ABC.com, and ESPN.com (Hitt, 2009). Maintaining effective brand images for all...

Employees who are in consensus with an organization's brand are more likely to act consistently in ways supporting how the organization hopes that external constituencies perceive it and its products/services (Aurand, Gorchels, & Bishop, 2005). Furthermore, employees can now connect with consumers on a more intimate level that through many channels, including social media, which is referred to as integrated marketing communications.
Maintaining the Brand Image

For a company such as Disney, maintaining their brand image and creating customer loyalty has never been more of a challenge. Today consumers can share information and reviews about products and services from virtually anywhere on the planet and with an endless array of different devices, including smart phones. Establishing and maintaining a "relationship" with a brand is a complex concept that often is taken for granted. The concept of branding involves consumers attributing human characteristics to products and brands. This is known as anthropomorphizing inanimate objects has been identified as a universal activity in virtually all societies (Fournier, 1998). Disney has been a master of brand management and one of the reasons that it owns so many brands under its product mix is that Disney creates brands for smaller…

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References

Aurand, T., Gorchels, L., & Bishop, T. (2005). Human resource management's role in internal branding: an opportunity for cross-functional brand message synergy. The Journal of Product and Brand Management, 163-169.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 343-373.

Hitt, J. (2009, June 16). How Disney Uses Branding. Retrieved from Business: http://voices.yahoo.com/how-disney-uses-branding-3469357.html

Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16-27.
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