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Customer-Based Brand Equity Model for Disney Brand
Brand Identity – Salience

Branch Identify means who the Disney is and how the Disney creates brand salience or awareness and
how to stand out. The Disney brand is well-established worldwide, which creates perfect brand awareness
and stands out among the similar brands. All potential customers, regardless of its cultural, age or
locations, are aware of and recognize the Disney brand and its core products and characters, such as
Mickey Mouse and Donald Duck.
 Market Segmenting and Targeting
The Disney Brand targeted not only children but also their families. it targeted the families with average
income and lived in urban area.
 Products and Distribution channels
For small kids, Disney will provide a special channel called “Playhouse Disney” and Disney toys.
For teens, Disney has Disney Channel, Radio Disney, live-action films for them. Also, a well-known
theme park, Disneyland, was built for the whole family. The animation and films aimed to create feelings
of magic and happiness and connected with the slogan likes “let the memories begin” and “this is where
the magic happens.”
Disney stores are usually located at large shopping malls and centers and the Disneyland theme park are
built in busy cities.
 Market Positioning and Competitive Advantages
The Disney is not only a simple theme park, movie, and animation providers. It aims to make children and
its families feel warm-hearted and full of joys after gone to park or watched the films. Disney is
advertised and marketed with key words “Magic” and “Happiness”. This is also the comparative
advantage of the Disney compared with other entertainment enterprise.
Brand meaning- performance.

Performance means how well the products meet the customers’ needs. The
performance of the Disney is already moderately high. It offers high quality
products, services, and expectations. Disney usually goes further compared with
other entertainment companies and it would attempt to make audiences and customer
beyond expectation.
Brand Meaning - Imagery
Imagery means how well the brand meets the customers’ needs. Disney’s Image is not only an
entertainment provider, and it would provide magical, fantasies and happiness to the “guest”. Audience
who watched films of Disney or Guests who gone to Disneyland would feel warm-hearted and full of
joys.
In most customers’ mind, Disney’s image was clearly established, which represent fantasies and
happiness. Disney successfully create image of magical and happiness by its associated products and
advertising. The terms of “happiest place on earth”, “Where dream come true” or “Where the magic
begins” will be often used to describe image of Disney.
Brand Response
Brand Response is about how customer think and feel about the Disney based on their judgments and
feelings.
Brand Response - Judgments
Customers make judgments about the Disney brand according to its quality, credibility, consideration,
and superiority.
For quality, Disney maintained high quality of its products and services. Nice and friendly employees
and cartoon characters are well-trained by Disney’s own training school to serve the customers and
incredible service are also provided, including rental of baby cars. Disney got many good comments in its
products and services from consumers.
For credibility, Disney is expertise in lots of areas, such as implanting innovative products, adding high
likability attractions, etc. Disney is ongoing creating innovative movies and animation with new
characters and excellent special effects. Its trustworthiness is so high which creates raving fans not
only child age group, but also grown-ups. So, its credibility is very high, and it gains the reputation
from customers.
For Consideration, customers will consider Disney does meet their needs. Most customers think that
they would be experienced a fantastic and joyful trip and beyond their expectation after using its products
as Disney providing the high quality and value products and services to them. They can get what they
need in Disney.
For superiority, customers get a fantastic and magical experience from Disney, compared with other
competitors. They got satisfaction and superiority in Disney as all customers are the guests for Disney and
being served with incredible services. Thus, Disney fulfilled or even beyond customers’ expectations
Brand Response – Feelings
Feelings means how Disney make customers feel. Disney is a well-known entertainment brand around the
world, and it automatically associated with the feelings of happiness and funs to customers. The Disney
very much focus on creating feelings of warm-hearted, love, happy and magic to the families by its
innovative products. Besides, the continuous promotions, advertising, community advertisements what
Disney did evokes positive emotions feelings to customers. It makes customers feel warmth, fun,
excitement, security, social approval, and self-respect with the brand. Disney successfully built the
reliable brand name to consumer and these emotions help the Disney to develop the deep relationship with
customers.
After they built and retained the good relationship with customers, it helps to frame the resonance between
the brand and customers.
Brand Relationships– Resonance

 After the brand identity, meaning and response to customers, the top of the brand
equity pyramid is brand relationships - the degree of connection between the Disney
and customers. Disney created brand salience and increase the brand awareness in
the early stage. Through the different aspects, such as product features, services,
design, and style, etc., they meet customers ‘needs. Customers feel satisfaction with
brand and able to build the relationship with Disney as it generates the positive
emotional feelings to them. Disney is unique because it has created fun, magical by
its strong collections of characters and innovative products. Customers feel a deep,
psychological bond with Disney, and it achieved brand resonance with customers.
Customers become loyalty to Disney, and they love the brand. Therefore, they
would make the repeated purchase for the brand products. Also, they will help to
promote the brand and develop a fans community, e.g., Disney Fan Club.
 Performance:
Reference:
 https://www.academia.edu/9469356/Assignment_1_disney_final

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Customer-Based Brand Equity Model for Disney Brand

Brand Identity – Salience

Brand meaning- performance.

Brand Relationships– Resonance

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