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Word Count: 1,286
It is often said that our companys most valuable asset is the Disney name Well you will get no argument from me I kind of like the name myself but in recent times there has been a tendency to refer to it as the Disney brand To me this degrades Disney into a thing to be bureaucratically managed rather than a name to be creatively championed Branding is something you do to cows----Roy Disney MKT 376 LU ZHOU 09202004 CHEESE IS RUNNING OUT FOR THE ENCHANTED MOUSE I still remember vividly when I attended the information session regarding the college internships at Walt Disney in Orlando Florida about two years ago I was told that the park employees at Disney are called cast members Why It is because Disneys emphasis on putting a good show for its paying guests extends to its personnel training This is exactly why people around the world have been expected to come to this land of imagination and magic In many peoples mind Disney is the synonymous of entertaining and away from the harsh reality However there is absolutely no question that Disney had weakened their brand over these years The so called cast members sarcastically implied the companys CEO Mr Michael Eisners yelling for cut Seemingly number one problem for the Mickey Mouse is that the current leadership has no sense of stewardship of a beloved brand It is as simple as just show me the money Of course the brand image of such global mega entertaining corporation would not be fade away within couples of days It is a gradual accumulation of wrong decisions that led to the weakening of the brand The Disney brand which was built upon the values of a man who was perhaps most uniquely successful at achieving his on artistic and audacious vision The company and the man were one as were brand and reputation It was all perfectly combined
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