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

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1 CASE STUDIES 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 F rst took the post, his strategy shifted Disney’s focus around its stable of “franchises.” These franchises are distributed across Disney’s multiple company platforms and divisions, such as Disney’s vari-
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ch02 - Chapter 2 Case Study: Disney The Happiest Brand on...

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