Disney Branding Strategy and Marketing Case Study
Analysis and examples of Disney’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Category
- Entertainment & Media
- Retail
Business Type
Physical Products, In-Person Service, & Software Service
Website
Customers
Target Customer
Fantastic Media and Immersive Experience Consumers
Primary Need (Job To Be Done)
Be entertained by content and experiences that explore fantastic and joyful worlds
Brand Visual Identity & Content
Primary Brand Colors
#000000
#ffffff
Brand Typefaces
- Inspire TWDC
Hero Content
Hero Content Type
Illustration
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Fun & Entertainment
Functional
Variety
Simplifies
Quality
Brand Benefits
Benefit #1
Enjoy content that consistently delivers at a high level of quality and entertainment value
Benefit #2
Know that a majority of the content and experiences are suitable for adults and kids to enjoy separately or together
Benefit #3
Tap into nostalgia around familiar stories and worlds I’ve enjoyed my whole life
Competition
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