MARK20100 Chapter 6: Case Study
Document Summary
To best connect with their core consumers, disney seeks a balance of staying true to its ninety-year-old heritage and remaining relevant. Disney ensures that it connects with consumers by paying great attention to detail. Disney"s cast members are instructed to be extremely friendly to both adults and children. Even the custodial workers at disney must paint disney characters into the water on pavement in order to create brief moments of magic. The risk of expanding the disney brand is that it creates more room for error. As disney grows into video games, superheroes, and more, it will put out so much more content. If any of this content is not well received by consumers, disney may lose customers. It also may be very difficult to keep the same attention to detail across so many different industries. The benefit of expanding the disney brand is that expansion allows disney to reach such a broad range of consumers.
