Why did the Disney Brand devaluate over years?

Essay by zk211865University, Bachelor'sA, October 2004

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"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

MKT 376




I still remember vividly when I attended the information session regarding the college internships at Walt Disney in Orlando, Florida about two years ago. I was told that the park employees at Disney are called "cast members". Why? It is because Disney's emphasis on putting a good show for its paying guests extends to its personnel training. This is exactly why people around the world have been expected to come to this land of imagination and magic.

In many people's mind, Disney is the synonymous of entertaining and away from the harsh reality. However, there is absolutely no question that Disney had weakened their brand over these years. The so called "cast members" sarcastically implied the company's CEO Mr. Michael Eisner's yelling for "cut". Seemingly number one problem for the Mickey Mouse is that the current leadership has no sense of stewardship of a beloved brand. It is as simple as "just show me the money". Of course, the brand image of such global mega entertaining corporation would not be fade away within couples of days. It is a gradual accumulation of wrong decisions that led to the weakening of the brand.

The Disney brand which was built upon the values of a man who was perhaps

most uniquely successful at achieving his...