What are the reasons that make Disney both a high-performance and atypical brand?
To begin with, The Walt Disney Company is an American company which was created in 1923 by Walt Disney, a famous American producer and animation director. It was first known under the name of Disney Brothers studios. Its head office is situated in Burbank, in California. The mission of the Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information.
Mission achieved because in 2018, it appears at the eighth rank of the 10 most influential companies throughout the world. Its turnover is impressive since it reached almost 60 billion $ last year. Another reason why Disney is efficient is because the company is known worldwide. It has an international influence and it has built 6 theme parks across the globe: for example, 2 are established in North America, 1 in Europe (Paris) and 3 in Asia. The strength of Disney is that they can adjust to different lifestyles. Moreover, the Walt Disney Company is a very diversified brand as it operates in many fields. In 2012, it was the world’s leading entertainment group, present in the media industry (newspapers, radio, television, internet) with television programmes and series, the cinema with cartoons, the tourist industry too thanks to entertainment parks, cruise-ships and hotels. The brand also provides material goods with derived products like for example toys, video games, memories or a clothing line. Then, Disney is really competitive in terms of shows proposal. The Walt Disney Company is an efficient firm since it manages to be quite affordable and attractive: throughout the year, there are special rates on stays and trips can be free for the children under 12 years old.
The brand’s efficiency is not the only quality of Disney because it is considered as an atypical brand too. Atypical means unusual and this is the case of the Walt Disney company : indeed, beyond the goods, the company provides a service. It delivers a memorable experience for its customers. Disney targets all the populations: parents, children, everybody… where the main values are happiness, family and sharing. Parents obviously represent a target because they are those who pay (for the stay or the purchase) but also because they are supposed to enjoy that moment with their children. And Disney is an appropriate way for them to go back to childhood. Everybody can identify to a Disney character (Mickey Mouse, Donald, Dumbo), to a Disney story… The company always spreads a magical message. Furthermore, it is atypical because they manage to distance themselves from their competitors. The latest are essentially DreamWorks and Warner Bros.
Why is Disney leading nowadays? It is simple: they keep on researching, innovating; they continue developing their creativity, adjusting to an ever-changing world and the use of the latest technology to be the best. The success of Disney is also due to its global strategy: a combination of worldwide presence and a diversity of activities from TV to gifts shops. Disney is a brand like no other.
