Brand management and brand loyalty

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 of these brands requires talented human resources that also believe in the brand. 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,