Originally Posted By Bolna Interesting, especially because this is about the global value. From my German perspective, I am always surprised by the very different image the Walt Disney Company appears to have in the USA as compared to here in Germany. And I am always shocked on how little they seem to try to grow their brand on the German market. When I grew up in the 80s, Disney was known for cartoons, animated films (but these were in no way as "classic" as they seem to be in the USA) and comic books (their best product!). Then came the Disney Store selling a lot of cheap looking plastic stuff. Now we have the Disney Channel showing shows like Hannah Montana, but my impression is that they aren't that popular here. In a way Disney is viewed as a company providing low quality entertainment for kids, you could even say the McDonalds of the entertainment world which tries to sell American junk food to Europe. Disney is not considered a quality brand. And I don't see anything being done by Disney to change that. In contrast, Pixar had been able to gain a lot of respect. They are seen as the people who are able to produce high quality entertainment for everyone. Even though Toy Story 3 did not do that well in German cinemas, while Rapunzel was the second most seen film in Germany in 2010. So perhaps things might be changing a little bit. I am aware that all of the above is just my experience, I just wanted to point out why a global view might be very different.
Originally Posted By MPierce <<This calls for a mass marketing campaign filled with Magic, Memories, and Pixie Dust!>> >> Do you want to lead the campaign? If so, it can be arranged ... << It's always been a dream of mine. I can see Tinker Bell filling the screen with Pixie Dust now.
Originally Posted By DlandDug >>And I'm not sure what the purpose of your post was.<< Purpose was to have a bit of fun with all the dire talk surrounding what is, essentially, a pr piece. When Michael Eisner took over back in the 80s, he commissioned the first ever survey to find out how the public perceived "Walt Disney Productions." Good news: it was far and away the most recognized brand of all Hollywood studios. No one else came close. Bad news (to the globally minded new overlords of Disney, anyway): the term "Walt Disney Productions" meant "a movie for children" in the minds of the public. Problem for the past 25 years has been to retain equity and goodwill, while building and expanding the brand beyond "a movie for children." Key point that I do believe is being missed here is that Disney is not nearly as high on this particular list because it hasn't anything remotely approaching the scope of most of the others rated. But it should be noted that Disney is the only entertainment company on this list.
Originally Posted By standor We can discuss what is wrong with Disney,till we are blue in the face, but the truth is that when the Disney's got out of the theme park business, the company fell apart and it will never regain or return to its past superiority. That is the truth. We might as well get on with our lives and discuss another topic.
Originally Posted By vbdad55 okay Spirit- I actually went back and read the attached article- since they don't list the top ten how do you know where Disney is ? How do you know they are still not in the top 10 ? MThere are other notable non mentions in this light weight article -- perennial top 10's such as IBM, Coke, Nokia and McDonalds. How do you assume Disney is not also with them ? 4,5 8 9 & 10 are not listed. So why jump on the let's bash Disney at every turn carousel without the facts ? every other brand article I read has Disney in the top global companies - so why the title of this thread. Just for the hell of it I asked a Sr VP @ McD ( personal friend from wifes days in McDCorp)- about Disney brand slipping - when they stopped laughing we were able to talk about it..he thought the notion was to put it mildly- laughable <a href="http://issuu.com/interbrand/docs/bgb_report_us_version?viewMode=presentation&mode=embed" target="_blank">http://issuu.com/interbrand/do...de=embed</a> Disney as #8 <a href="http://www.brandingstrategyinsider.com/2010/10/ranking-the-top-global-brands.html" target="_blank">http://www.brandingstrategyins...nds.html</a> Disney as #9 <a href="http://images.businessweek.com/ss/09/09/0917_global_brands/92.htm" target="_blank">http://images.businessweek.com...s/92.htm</a> Disney as #10 please help me with what I am missing- it's been a very long day (16+ hours so far working) - so maybe I missed something -- it is possible..but I am not sure what drive this. btw- I did not see Uni on any of the lists
Originally Posted By Christi22222 ^^In post #4 Kartoonman states that Disney is #38 on the current list. I have not verified that independently.
Originally Posted By DlandDug So what am I, chopped liver? In post #33 I include the link to the entire list, in which you can plainly see where Disney is ranked. I also included a link to a roundup of Disney rankings, and cited all those in which Disney is in the "Top 10."
Originally Posted By vbdad55 So what am I, chopped liver? In post #33 I include the link to the entire list, in which you can plainly see where Disney is ranked. I also included a link to a roundup of Disney rankings, and cited all those in which Disney is in the "Top 10." ---Dug-- I typed in my response before I got to your post- but I am totally in agreementwith it-- the more respected lisitngs of where the brand is are just fine- so this is over reaction to a light weight article that never viewed Disney as much sorry for duplication- but glad someone else is also saying hey wait a minute here-- these hyperbolic titled posts really are misleading.. surprised it is from Spirit- usually the over reatcion threads are a select few others
Originally Posted By Christi22222 Sorry Dug! I knew I had read it earlier in the thread, and just couldn't remember details. So I went back to the beginning and quoted the first post I came across with the info. Definitely more helpful to have the entire list, so I really am sorry for not catching that. Sometimes our threads get so long and convoluted, I can't remember where I read what. I just know that I read it!
