Free Paper On Brand Portfolio Analysis: Monica Rambeau in the Disney Umbrella

Brand portfolio analysis will include the distinct character of a new brand by the name Monica Rambeau in relation to other brands operating under a corporate umbrella of Disney will reveal their superhero character as trained. Each of the brands needs to maintain its particular structure of operation in their roles, but they all benefit from Disney’s shared resources and promotional opportunities (Yang, 2019).

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

In general, Disney promises to deliver a fun experience for its viewers, making its shows a perfect deal for children and parents to enjoy together (Entertainment, 2017). Disney chooses to focus on the digital face of the brand in terms of its characters. There has been massive popularity of past movies hence a successful brand image. In a quest to reach large audiences, Disney launches new inventions to catch the eyes of the viewers. This way, the new brand, Monica Rambeau, should reveal better skills and play heroic characters better compared to other brands.

A particular theory to relate to the new brand is that developed by Laforet and Saunders. They come to the conclusion that the company’s history of acquisitions is a particular aspect responsible for its portfolio (Laforet & Saunders, 2005). They tend to mean that customers will take time to realize that a company is a corporate or another house brand. Customers are not aware of the organizational relationships as they appear in the company (Henfrey et al., 2018). It is thus necessary to define the product roles for the new brand and how they are going to make the corporate brand grow even more.

The new brand will reveal its ability through films being produced for the company. Monica Rambeau will have a fictional character and superhero appearing in American comic books published by Marvel Comics. The character will have superhero powers that include energy absorption, generation and manipulation. Monica will have the ability to travel at speeds up to the speed of light while in her energy form, convert her body into any form of energy within the electromagnetic spectrum and travel in energy form through the vacuum of space. Disney will benefit from the character by attracting more people to watch the superpowers.

The branding of the new character will give Disney gives a captive market and have advantages that make them endure changes they encountered over the decades when in business (Voss & Mohan, 2016). Branding is more about the efforts of the larger company that they will put in various elements of innovation, such as marketing and management. Monica will make a great character if Disney makes it known to the larger public about the expansion of their themes.

The brand message of the new character is very clear and distinguishable from others. Families would wish to live a marvelous experience that they see in movies or read in comic books. Children would like to travel to Disneyland and be amazed at the superpowers of the characters. Generally, the essence of Monica is more entertainment as the company keeps fighting against competitors. This way, it will be great to show the public their sophisticated innovations and their work to deliver quality entertainment to mass consumers.

References

Entertainment, S. (2017). The Walt Disney Company. https://static1.squarespace.com/static/599de02ba803bb1828c58d96/t/5a4dcb53f9619a322da798c8/1515047773304/Walt_Disney_Strategic_Audit.pdf

Henfrey, C., Graham, C., & Bennett, D. R. (2018, July). The effects of Brand Portfolio Management on brand choice behaviour. In Academy of Marketing Conference 2018. Academy of Marketing. https://openresearch.lsbu.ac.uk/download/e8a4f009231818dfad5864ae22c8ad31885285e8611d09a69d53ddc0ec8c3bf9/401350/confrence%20paper.pdf

Laforet, S., & Saunders, J. (2005). Managing brand portfolios: how strategies have changed. Journal of Advertising Research, 45(3), 314-327. http://www.journalofadvertisingresearch.com/content/45/3/314.short

Voss, K. E., & Mohan, M. (2016). Corporate brand effects in brand alliances. Journal of Business Research, 69(10), 4177-4184. https://isidl.com/wp-content/uploads/2017/07/E7340-IranArze.pdf

Yang, J. (2019, August). Analysis of Business Operation Management under the Harvard Analytical Framework: A Case Study of the Walt Disney Company. In 1st International Symposium on Economic Development and Management Innovation (EDMI 2019). Atlantis Press. https://www.atlantis-press.com/proceedings/edmi-19/125914932