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ch02 - Chapter 2 Case Study Disney The Happiest Brand on...

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1 C A S E S T U D I E S Chapter 2 Case Study: Disney The Happiest Brand on Earth In 2006, Disney’s Pixar released the hit movie Cars , which grossed $462 million worldwide. Since then, Cars merchandise has generated over $2 billion in sales each year. Pixar has since created a series of Cars shorts to be aired on the Disney Channel with a subsequent DVD release. A Cars sequel is in the works for 2011. In 2012, Disney’s California Adventure theme park will open its 12-acre Cars Land attraction. At Disney, the brand is the name of the game, and cross-platform success of the Cars franchise is by no means the exception to the rule. Disney also has the Jonas Brothers, Hannah Montana , High School Musical , the Disney Princesses, Pirates of the Caribbean , and the list goes on and on. The man behind the magic is Disney’s CEO, Bob Iger, who has led a dramatic revitalization of the Disney brand since succeeding longtime head Michael Eisner in 2005. When he fi rst took the post, his strategy shifted Disney’s focus around its stable of “franchises.” These franchises are distributed across Disney’s multiple
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