Star Wars Sends Dis­ney’s Brand into Hy­per­drive

ArabAd - - BRANDING -

Ev­ery year, lead­ing brand val­u­a­tion and strat­egy con­sul­tancy Brand Fi­nance puts thou­sands of the world’s top brands to the test. They are eval­u­ated to de­ter­mine which are the most pow­er­ful (based on fac­tors such fa­mil­iar­ity, loy­alty, pro­mo­tion, mar­ket­ing in­vest­ment, staff sat­is­fac­tion and cor­po­rate rep­u­ta­tion) and which are most valu­able and ranked to form the Brand Fi­nance Global 500.

Dis­ney is the world’s most pow­er­ful brand. Dis­ney’s strength is founded on its rich his­tory and orig­i­nal cre­ations, how­ever, its now dom­i­nant po­si­tion is the re­sult of its many ac­qui­si­tions and the pow­er­ful brands it has brought un­der its con­trol. ESPN, Pixar, The Mup­pets and Marvel are all now Dis­ney owned, but per­haps its most im­por­tant ac­qui­si­tion of all has been Lu­cas­film, and thus Star Wars.

Star Wars Episode VII ‘The Force Awak­ens’ has bro­ken count­less box of­fice records, be­com­ing the fastest to take US$1 bil­lion, en­joy­ing the most suc­cess­ful open­ing week­end ($529 mil­lion) and based on its to­tal box of­fice gross of nearly US$2 bil­lion is Dis­ney’s most suc­cess­ful film ever. Mean­while Star Wars toys have gen­er­ated over US$700 mil­lion.

Brand Fi­nance has es­ti­mated the value of the Star Wars brand to be US$10 bil­lion, dwarf­ing the US$4.05 bil­lion Dis­ney paid for Lu­cas­film in 2012. Though this might sug­gest that Dis­ney en­gi­neered a very favourable deal, it has un­doubt­edly con­trib­uted to the growth of the Star Wars brand. Dis­ney is man­ag­ing to ex­ploit the Star Wars con­cept both rapidly and sen­si­tively, a dif­fi­cult feat to pull off. Dis­ney styles it­self as ‘the hap­pi­est place on Earth’. That has proved true not just for its cus­tomers but for in­vestors too.

Lego Loses Out

Lego has lost its po­si­tion at the top of the ta­ble. Though it re­mains a very pow­er­ful brand and re­tains its AAA+ brand rat­ing, the Dan­ish com­pany has been be­set by a se­ries of con­tro­ver­sies of late which threaten to af­fect its whole­some im­age. It has been fined by Ger­man reg­u­la­tors for at­tempt­ing to pre­vent re­tail­ers from dis­count­ing its

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.