How the Mouse House Grows into an

Entertainment Giant

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Abstract

Walt Disney is the very well known company in the present time which has been delivered various
animations which cherish the lives of the children and the adults. The company has been started
with minimal resources. However, the company has now become one of the largest company
which produce movies animation and even provide various licenses to the various companies to
make the merchandise of various shows. It has been done just because of the business and its
branding strategy of the company. This research work helps to analyse the Disney's branding
strategies and helps to evaluate the various factors which help the house of mouse to become the
world biggest entertainment giant.

Moreover the company has taken its full advantage of the various branding strategies according to
the company needs and developed their brand. The company has been taken the mixed branding as
their strategy which includes the product building advertising and the joint sales productions. This
research has focused on the branding strategies by identifying the major brand acquisitions. The
significance of branding is essential for the company like Disney. It is also required to spread the
awareness of the company and its products. The impact of the globalization on the branding will
also be mentioned in the research which has some of the factors that will be related to the political,
social, technological, cultural and legal. The impact of leadership is also an important factor that
can affect the branding of the company. Leadership helps to make the company achieve its aim and
objectives.

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Table of Contents
Abstract...............................................................................................................................................1

Chapter One: Introduction..................................................................................................................4

1.1 The overview of Disney............................................................................................................4

1.2 Purpose of the Research............................................................................................................4

1.3 Management issue....................................................................................................................5

1.4Research Questions....................................................................................................................5

1.5 Aims and objectives of the research.........................................................................................6

Chapter Two: Literature Review........................................................................................................7

2.1 The significance of the Study...................................................................................................7

2.1 Concept of Branding.................................................................................................................7

2.3 Significance of Branding..........................................................................................................9

2.4 Challenges associated with Branding.......................................................................................9

2.5 Benefits of Branding...............................................................................................................10

2.6 Impact of Globalization in Branding......................................................................................10

2.7 Impact of Leadership in positive Branding............................................................................12

Chapter 3: Research Methodology...................................................................................................15

3.1 Research Philosophy:..............................................................................................................15

3.2 Research approach..................................................................................................................15

3.3 Research design......................................................................................................................16

3.4 Data Collection Method..........................................................................................................17

3.5 Data collection techniques......................................................................................................18

3.6 Sampling techniques...............................................................................................................18

3.7 Sample Size............................................................................................................................19

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

3.8 Ethical Consideration..............................................................................................................19

3.9 Summary.................................................................................................................................20

Chapter 4: Data Analysis and Findings............................................................................................21

4.1 Data Analysis..........................................................................................................................21

4.1.1 Quantitative Analysis...........................................................................................................22

4.1.2 Qualitative Analysis.............................................................................................................31

4.2 Business Segments of Disney.................................................................................................33

4.3 Discussion...............................................................................................................................35

4.4 Limitation...............................................................................................................................37

Chapter Five: Conclusion.................................................................................................................38

5.1 Limitation...............................................................................................................................38

5.2 Scope for Further Research....................................................................................................39

Reference..........................................................................................................................................40

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Chapter One: Introduction

The section will provide a brief description of the Walt Disney Organization along with the brand
description and businesses of the company. Further, the background of the research will be
discussed along with the objectives of the research. Moreover, the research questions will be
developed to conduct the overall research in an effective manner.

1.1 The overview of Disney

The Walt Disney or ‘House of Mouse’ is the most popular and largest entertainment company
ruling the mass-media industry. The company is headquartered in Burbank, California, the United
States. The organization was established by The Disney brothers, named Walter Disney and Roy
O. Disney on 16th October 1923. The company has many divisions to market or globalize their
products in the worldwide market. Currently, the company is ranked seventh among the most
valuable brands of the world (Freeman, 2015). The American company has diversified the media
industry with their innovative animated characters. The Mickey Mouse is the primary animation
character of the organization developed in the year 1928, and later it became the symbol of the
enterprise. Almost0.2million employees are working in various departments of Disney. Besides the
animation movies, Television programmes and studio entertainments, the enterprise is also
developing various live-action films. Further, the company has many other key divisions such as
theme parks, media networks (such as Disney channel and A&E networks) and various consumer
products. The company owns around 14 resorts and theme parks which are situated across the
world. The Marvel entertainment is the largest and most recognizable subsidiary of the enterprise.
The company wants to become a leading producer and entertainment providers in the media world
as per its mission statement. Moreover, with the expansion of the brand portfolio and applying
most creative and innovative techniques in various areas, the Disney wants to increase its profit
ratio. The people of every age group are significantly mesmerized by the memorable experiences
of Disney’s entertainment.

1.2 Purpose of the Research

The research will illuminate the impact of leadership and globalization on the branding of the
Disney Company. The research includes the corporate culture, branding strength and various
branding strategies to examine the overall success of the company. Initially, the impact of

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globalization and the demands of the consumers will be analysed to realize the effectiveness of the
branding principle of Disney (Malmelin and Moisander, 2014). The particular strategy will cover
all the businesses operated by the Disney company including theme parks, a media network and
studio productions. Further, the research will be expanded on the merchandise relations in the
overseas market, and the success or reaction of consumers will be examined to develop knowledge
on the globalization of the Disney. On the other hand, brand strength or quality is also criticized in
term of Disney. Moreover, management or leadership issues will also be examined and its impact
on the branding policies. The interrelation between globalization, leadership and branding must be
deeply examined properly to make an effective business strategy of Disney.

1.3 Management issue

The problem with management can certainly affect the brand value of the company. Various
leaders have changed since the death of the founders, and they have applied various strategies to
improve the corporate image of Disney. The leaders of the organization must be highly creative
and they should able to motivate the employees working in various divisions of the company
(Theurer et al. 2018). Without proper market research, appropriate branding policies cannot be
developed. As one of the largest entertainment provider, the leaders and employees of Disney must
research the market trends and possible demands of the consumers so that they can develop certain
products accordingly. Making certain decision can be difficult as there are a great number of
employees involved with the organization and consulting with each other is necessary to make
positive decisions. It is a great issue for the leaders of Disney. Moreover, the management issues
also include the financial aspects and operational aspects of the company. Applying visual
graphics helps Disney to create awareness about the products and services in the global market
(Davis, 2017). Therefore, talent management is necessary, and employees must be trained
proficiently and responsibly to perform their task. However, the management must choose the
advertisement platforms wisely to make a positive impact on the target market.

1.4Research Questions
The competition of Disney is very difficult, as it is one of the top-ranked organizations in the
media world. The Disney has established a diversified multicultural environment to develop
various creative decisions in the company. The creative structure of Disney helped it to become a

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unique brand in the world. The following research questions are developed to explore the
objectives of the study:

 What is meant by branding?

 How can Disney develop certain branding policies or co-branding strategies?
 How can the Mouse house enhance their consumer relationship and its impact on their
business operations?
 How can Disney use advertisements in globalized channels to strengthen their brand value?
 What are the merits or demerits of the globalized advertisements in term of Disney?
 How can certain suggested strategies for Disney minimize the risk factors and enhance the
brand image?

1.5 Aims and objectives of the research

The objective of the study is to find out the diversified factors which are affecting branding. These
factors might have a negative or positive influence of the brand strength of the Disney. In order to
attain the goal of the research, certain objectives are developed, which are listed below:

 To understand the concept of branding

 To assess the impact of various factors that help to develop proper branding strategies or
co-branding polices.
 To investigate the influence of global advertisements in strengthening the brand of the
Mouse House.
 To identify the suitable strategies that should be adopted by Disney to fulfill the consumer
demands in term of diversified brand portfolio.
 To recognize various risk factors that could affect the Disney’s Brand value.
 To suggest some specific recommendations for Disney to reduce the negative influences
and the possible risks in future.

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Chapter Two: Literature Review

A company is successful when it gets a huge brand name. Thus, it is very important to have a
brand name or reputation to make any product successful. Brand equity is important as it helps to
measure the quantity or strength of the consumers attracted or attached to the brand or product
given by the company (Heding, Knudtzen and Bjerre, 2015). The brand helps in making a great
communication with the consumers by getting many memories of it. Brand helps in building a
long-term relationship with the consumers by giving its value to them, whereas, the global brands
are also making a larger impact on their products internationally. Both the branding and
globalization are expanding its importance day by day. Positive branding is important as it helps to
accelerate the business worldwide. It is very important to have effective branding as it helps the
company or the organization to sustain in the competitive market. In order to get the full
knowledge of branding globally, it is very important to have a study on the development of the
brand called as the Disney Company. The company has taken many unique steps to make a
positive remark about their products. The study of The Disney Company is interesting and helps
others to grow their business on a much larger scale.

2.1 The significance of the Study

The company has made them established by bringing out unique strategies while promoting them
or branding their company or their products. It also includes that leadership and globalization will
come into this field automatically as they are also correlated with each other. It is very important
that all the elements are important to make a successful branding of the company worldwide. It is
very important that the strategies of the company should be understood and studied very well so
that others might get help for their own companies (Lievens and Slaughter, 2016). Acquiring
knowledge and information about the company will guide to make an improvement and will help
in modifying the current strategies of the company. This information or knowledge will assist in
creating more companies expanding worldwide, and it will help to improve the status of the
economy internationally.

2.1 Concept of Branding

It is very important to build a well-reputed brand name as it helps in increasing the value of it. The
main aspect of the company becomes a brand in the global market (Ertimur and Coskuner-Balli,

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2015). The branding helps to increase the base of the customers and thus potential sales can be
increased. It also helps in gaining trust from the consumer's side as they get attracted towards the
company or their products goods or that can be serviced as well. The company has also developed
their own brand name. They have achieved their success by bringing out their positive equity, and
it helps to display the company to be a leader in the entertainment industry. The company has
cultivated their own consumers by implementing innovative strategies and policies. The company
has their own customer base, which they provide a satisfactory service to them worldwide. The
customer base is directly related to the children those gets happy and excited while watching the
beautiful animation characters walking and talking as like the humans. The company gives values
of their kindness and goodness internationally to every consumers or child. However, the customer
base is not only limited to the children as the company is making various live-action films through
the Marvel Entertainment and Lucasfilm. These studios had made some legendary movies, which
attracted a great number of consumers (Baumeister, Scherer and Wangenheim, 2015). The
Avengers and the Star war Franchise is some of the memorable creations of these studios
respectively, which helped them to enhance the brand of Disney in the worldwide market segment
of customers

Others have the feeling about the fact that the company has made such a huge success by bringing
services or products only to the children. The company brought the ideas that they have to bring
such products or services that will be accepted by their consumers easily, and they will get more
attracted to it. For this reason, the company has introduced the animated characters that can speak,
read and to stuffs as the other people or human does. Thus, it makes the children, and it makes the
adults also attracted towards it to some extent. The company only brings services that are related to
the live experience or any part, which can feel like some sort of nostalgic experience or fantasies.
It became the ideal of American Institution of the corporate image. The company has a partnership
with the foundation called the Make-A-Wish Foundation. It has also collaborated with the Boys
and Girls Clubs as well. It partnership or collaboration with other companies or institution helps
the company to even make more positive branding equity (Bilgihan, 2016).

It also helps to make more awareness amongst the people participating in that foundation or
institution for any cause. It helps the get attraction more the children and supports the company to
get more connection internationally. The policy of the company always support in making

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innovation and always evolving towards their products or services. As they are very determined
that any services should be changed or modified in a cycles basis as it can make anyone bored by
watching the same sort of things or animation on a regular basis. They are always eager and very
supportive towards any kind of innovation of new animation or characters in their list, and even
they have been rewarded for any such activity as well. Both technological and as well as media
bases strategy can be used for branding (Dessart, Veloutsou and Morgan-Thomas, 2015).

The company even created their own management brand known as the Goofy Management. As the
company has achieved their goal and had successfully managed to provide service worldwide, for
these, they are now providing help to others to be successful by adopting or implementing their
rules or policies. The company has their own Disney Park for the public or the children to enjoy in
their leisure time or in their vacations. They have done this only to make an attraction or remark by
providing some life experience of those animated characters, which they watch in their television.
The company believes that the customer or the viewers should be treated as like a royal guest and
the customer should get their executive class service by their trained employees (Mumby, 2016).
The employees working in the company are given specialized training to develop attractive
characters or graphics. Moreover, it develops a positive culture, where the customers are treated
like royalty.

2.3 Significance of Branding

Branding is an essential strategy for a company to enhance the reputation and sales. With various
marketing policies, a company can spread awareness of the products and services in the market. In
this way, a company can display their products to the targeted customers (Lane and Andersen,
2015). The Disney can use authentic branding policies to enhance their brand value in the global
market and thereby revenue can be increased. If knowledge regarding certain products is not
distributed to the customers, a company cannot sell the products. However, with the branding ,a
strong base of the customer can be developed, and they can be used by the organization to enhance
the market, as those loyal customers will refer their friends and family regarding good service

2.4 Challenges associated with Branding

At the initial stage of branding, a company needs to invest a large amount of money for developing
a good infrastructure that will be used for quality production. As opined by Bravo et al. (2017),

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proper marketing or advertisements are required to convert a company into a brand, which is not
possible without support from the dedicated employees. Moreover, proper training has to be
provided to them so that they can develop creative ideas and maintain quality aspects as desired by
the consumers. In term of Disney, the company has developed high expectations in the mind of
consumers, as they are making quality TV shows and movies that are loved by the consumers of
all age. Despite the popularity, there are huge competitions in the media industry, which can affect
the market value of a company, as the rival company might provide more classy entertainment
than the researched company (Disney) might. The rate of the products or services can also affect
the branding strategy. The employees of a branded company must apply various creative ideas to
sustain their position in the industry (Chiambaretto, Gurău and Le Roy, 2016).On the other hand,
criticism and negative views must be handled well by a company to stay on track and make
positive business growth.

2.5 Benefits of Branding

There are huge benefits of branding as it increases the profitability of an organization. The primary
benefit is customer recognition, which means the customers are automatically attracted to the
newly introduced products. Further, branding offers a competitive edge, and this helps to increase
sales (Holt, 2016).While the consumers are attracted easily to a specific brand, it enhances the
brand value in the marketplace. When a strong foundation of customers is developed, introducing
new products will be sold easily. The loyal customers are always excited about new products of a
certain brand. Brand loyalty is often defined as an emotional connection between the company and
its consumers. In such a way, a strong bonding is developed, and the companies often design the
products according to the demands of the customers.

2.6 Impact of Globalization in Branding

Globalization refers to the expansion of business in the international market. It can be done by
considering various factors such as political, social, economic, technological, cultural and legal
factors. The globalization helps to communicate with a wide range of consumers and realizing
their demands. Thereby, a company can develop certain policies to fulfill their requirements by
offering quality products or services to customers (Kavaratzis and Kalandides, 2015). Moreover,
the management should offer the services at a reasonable price. It will help to grab the market and
enhance the reputation of the company. Globalization also enhances the advancement of ideas and

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technology, which can be used to improve the skills or knowledge of the employees. Thus,
business performance can be improved drastically.

In the context of Disney, the company has extended their business globally and made itself a
reputed brand in the entertainment industry. The American company has extended their business in
various regions of Europe. They have made a headquarter in France, which is being used for the
theme parks and resorts. They have their theme parks of Euro Disney, and it is started in 1992,
April (Gill, 2015).  While entering in the international zone or market, the company does not
change their any of their products or service. They also faced many problems in which the main
barriers was to language barriers or the culture barrier. Thus, it was solved by bringing new
stakeholders in front, as they are aware of the culture and the business regions. They helped the
company in making policies as per their requirements or needs, and they gave a lot of information
and knowledge about the region or about the market. Thus, it helps the company to sustain with a
good hold and a brand name as well.

The company decided the theme park in the town of Marne-la Vallee, which is a very small town
in that region or area. While building the theme park the company has to face some critical issues
(Zenker, Braun and Petersen, 2017). Some people those are living in that region or area protested
that the park might destroy the place. These people also thought that the arrival of the company in
the region or market could destroy their livelihood. They did not like the big giants in a positive
manner. The French press had also logged a complaint that the company is not recruiting or hiring
candidates as per the French law or culture. They issued a file saying that the company is using
their rules and policies while making employment in that region or zone. The company has some
rules and policies that everyone should maintain adequate hygiene and all the members or workers
working in the company should follow a certain dress code, which is unique. Some of these rules
were told as those policies are making the people of the region suffered a lot. The press also made
a statement that the process of the training is very odd and it is not suitable for the people of the
region those are hired as the employees of the company. Similarly, the company took the initiative
in making of theme parks in Hong Kong, and the people of that region early accepted the offer. As
it was going to bring more employment to the region and it will he help the economy to grow as
well.

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The globalization does not end here, as the Disney is also developing various movies or animations
considering the diversified culture of the worldwide customers. It helps to attract various
customers across the world, as by watching the movie characters, those customers will become
emotionally linked with the company. Thus, the brand awareness will be spread in various parts of
the world, which will definitely help Disney to expand its business. The efficiency and creativity
level of the employees is also increased due to the multicultural environment within the
organization (Papadopoulos and Hamzaoui-Essoussi, 2015). Positive exchange of ideas helps to
create excellent decisions regarding technology, production or marketing aspects. The company
can introduce various products to global customers. They must identify the reactions of the
consumers regarding such products, and thus they correct the mistakes. The strategy will
encourage building a positive brand image.

2.7 Impact of Leadership in positive Branding

The leadership process helps a company to achieve their goals easily. It helps to influence the
members or the leaders to work as a team for some cause to bring out positive results for the
company. In the process of leadership skills there can be a formal leader, and in adding to it, there
can also be an informal leader as well. A formal leader gets the position from the company or from
the organization directly (Vallas and Cummins, 2015). Whereas, informal leaders can come out
from a team of the organization by delivering their views and thoughts while any kind of
interaction with their superiors. Both the leaders have their own roles that should be performed
well to get an effective result that will bring some positive outcomes and benefits for the company.
The leaders of a team help them and motivate them in certain ways to enhance their skills or
performance. Thus, effective products can be developed which will increase the brand value in the
market. Further, appropriate leadership principle also helps to stay focus on their desired
responsibilities and thereby the employees can develop more creative works

Disney is called as the most reputed and trusted company in America. The company earned this
good reputation by the dedication in their works and in their words as it gave a trust bond with
everyone. They provide excellent experiences in their theme park and provide some story telling.
The company has successfully achieved to win the trust and hearts of the people worldwide
watching them from the different parts of the world. The company is clear that they are not going
compromise in their standard values. They have their own style to attract their consumers. They

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make continuous effort to make their brand more attractive towards the others (Penumaka et al.
2017). Generally, they do not focus on a particular age group, while developing the contents of
movies or media programs. However, they develop excellent storyline and characters which easily
attracts the mind of the viewers. Often, the storytelling helps to connect the viewers with the
character displayed in the program or movie. This strategy helps the company to put a remark on
the business worldwide. The company has the capability to motivate others to set their own goals
and achieve success. The company has a large scale of employees working under them and
employees are coming from different backgrounds with different cultures and language as well.
Such a collaborative environment helps to enrich their skills and knowledge, and decision-making
abilities are also improved. However, the leaders must communicate with the employees and guide
them to enhance their performance level (Naidoo et al. 2014). Such a policy will surely enhance
the branding of the company.

The company has the culture to maintain the employees in a healthy environment. The company
knows about the fact that the company can only succeed when their employees are given respect,
and thus it helps to improve their performance. The company deals with fair employment process.
The company always intends to hire skilled people or experienced people having the knowledge
about the position the person is hired or recruited for. The company has taken some informal role
to help them in a different situation as well as it helps to give a push to make for effective or
positive results (Ronzoni, Torres and Kang, 2018). The company always motivates the entire team
to make more innovations to support the team or to support the organization from different aspects
as well.

The company has created a positive brand reputation while interaction with the consumers and
with the business collaborators to give them any kind of feedback. The company itself plays many
important roles in terms of business and terms to managing others. The company has brought the
task leadership process in their every segment to help in satisfying or attracting more consumers.
The company brought new social leadership to create a good base of customers. In the entire
world, the company has created positive brand equity, and it became a very useful factor or
positive element for the company itself. The company also helps in improving their external
leadership skills. Those external leadership skills or methods of the company help to make into
philanthropic associations. Thus, adopting such strategies and policies helps the company in many

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different ways and helps the company to be the best on a worldwide basis. However, the company
has expanded their business in different regions or countries still the company believes that they
should keep on entertaining people by introducing new animated characters (Hajli et al. 2017).

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Chapter 3: Research Methodology

The research methodology comprises of one of the particular procedures or the methods that can
be used in order to identify and analyse information concerning certain topics. In the particular
research paper, methodology section helps the reader to understand the studies and its reliability
critically. The investigator has done the primarily laid out all of the techniques, which have been
implemented within this research. Moreover, to the viewpoint and the strategy of the investigation
included the information series and evaluation techniques.

3.1 Research Philosophy:

The Interpretivism has been referred which has been required to have the experts to understand the
aspects of this research. It is one of the qualitative methodologies that depends on both the trained
researcher and the human subject which acts as an instrument that helps to measure the phenomena
(Padilla-Díaz, 2015). It usually includes both the observation as well as interviews.

The coursework is using the secondary analysis as the being the primary techniques which are
required to perform the investigation. In this research work, a literature review has been included
to get awareness on the ideas which has been valued towards the research. The researcher carried
out by the researcher has been analysed to be able to evaluate the following methods and to clarify
the research work.

3.2 Research approach

The research has been conducted using the positivism strategy that has assisted the researcher to
understand the effects of methods of marketing that a company uses in order to develop their
business. It has been seen that the branding of the Disney company is necessary to develop a
positive image on the people and their perception (Hwang, 2017). The branding effects can be
examined with the help of the qualitative research techniques which helps to study the various
researches depending on the same respects — moreover, the analysis review explorers that the
analytical strategy with some of the factors.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Figure 1: Research Approach

(Source: van Zyl, 2015)

For the ongoing research, the researcher will be using the deductive approach which will be
helpful in the observation made on the company and its branding. The research will also help to
understand the necessities of the marketing of the company.

3.3 Research design

The research design can be defined as the methods of the framework and the techniques, which
have been selected by the researcher in order to gather and combine the various components of the
research in a logical manner so that the problem in the research could be appropriately handled
(Vanderhoven et al. 2016). The thematic analysis is utilised methodically to evaluate as well as to
understand the topics, which is appeared through the information. The gathered information need
to be examined methodically to make the research relatable as well as active. With the help of the
actual deductive strategy, the research is going to be formed and provided a route.

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3.4 Data Collection Method

Figure 2: Research Design

Source: (Lewis, 2015)

E
e
t
D
p
R
d
l
x
y
r
o
v
ti
a
n
ig
s
In the first research, the secondary data techniques evaluation has been used as a strategy. The data
collection method has been depending on the people or the responded. They have been provided
with the data related to the Disney's evaluation and its branding. An evaluation has been carried
out within the research can end up being good for both businesses of the company. The data
collection process that has been used in the research has been completed in two parts. The primary
data has been collected through surveys and the secondary data has been collected by studying the
interviews and other articles and research journals about the organization.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Figure 3: Data Collection Process

(Source: Palinkas et al. 2015)

3.5 Data collection techniques

The range of sources can gather information of the particular subject. Which are the variety of
techniques which has been used with gathering the primary data? Some of the techniques can be
the interviews, the questionnaires, and the surveys. The secondary information selection can be
known as the qualitative information which not only enhances the data but also provides details
and the statistics in the organising methods (Fabijan, Olsson and Bosch, 2015).

3.6 Sampling techniques

Sampling helps in many types of research. It is one of the most critical factors which helps the
researcher to get to the result accurately. If the sampling is not accurate, then the whole research
will be affected by it. For the particular research, the researcher used the probability sampling
method with the non-probability sampling method.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Figure 4: Sampling techniques

(Source: Smiatek, Hansen and Kästner, 2016)

The difference between these two techniques lies in the sample selection, which is based on
randomisation, or not. The researcher will also use the various methods to determine the different
samples, which are, need to carry out the study.

3.7 Sample Size

In any of the research, which conducts, by a researcher knows that the sampling size is also
considered as the essential part of the research paper. It helps in building the research as it will be
based on the statistical sample. The analysing part, which will be the qualitative and the
quantitative segment, also depends on the sample size of the research. The researcher decides to
choose 100 people for the samples. The statistical analysis will be done for the entire sample size
in Microsoft Excel.

3.8 Ethical Consideration

When a researcher is performing the research it is essential for them to ensure that all the research,
the sample work has been confirmed, dependable, and it handles the necessary elements.

Legitimacy: Legitimacy is one of the important factors of the research work, which need to carry
out. To demonstrate the legitimacy the results and the assumptions should be properly shown with
evidence.

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Accuracy: Accuracy is also elements appertains to the level that the information, which has been
provided in the research work, are précised. It is one of the essential aspects which is required to
be in the mind of the researcher. The evaluation of the research can be viewed in various ways.
However, the amount of mistakes is relatively minimal since the internet gathers information.

Generalizability: The generalisation is the one in which the act of reasoning which has been
involved in drawing the board inferences from the particular observations. It handles the elements
of legal's and the environmental regulations. All the data has been protected under the Data
Protection Act 1998. The paper should be influenced by any person or in the financial interest.

3.9 Summary
Branding is essential for any company who is operating a business in the market. The branding is
helpful for the company to create a positive impact on the users in the market. Apart from that, it is
also helpful in providing existences in the global market.

The modes of data collection for the research were existing journals that supplied the information
collected earlier and data collected from surveys conducted for the research project. All the
gathered assets had been considered that the goals of the research are satisfied and the research
information has been gathered throughout the research has been available on the internet, and it is
readily available.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Chapter 4: Data Analysis and Findings

4.1 Data Analysis

The section will illustrate a deep understanding on a huge number of data which are gathered from
various secondary sources from the World Wide Web. The images and related data are posted in
various social media platforms regarding the brand image of Disney (House of Mouse). As an
entertainment giant, the organization has significant amount of followers including adults and
children. The representation of the contents is so eye-catching and thus the organization has
numerous followers in social media (Harlow, 2015). The count of followers in the respective pages
is mentioned as follows:

Social Media Followers Likes

Facebook 50,315,672 51,368,385
Twitter 14,500,000 5,950,000

Instagram 13,900,000

Pinterest 512,730

From the table, it is realized that social media platform are being used as a significant tool to
enhance the brand of ‘House of mouse’. The Disney is using Twitter, Instagram, Facebook and
Pinterest to market their products.

Company Logo

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

This logo is the current symbol of the Disney. However, over the ages the logo has been changed
may times and various attractive logos have been disappeared.

The logo is an important part of an organization, which helped it to get recognition in global
market. The logo of Disney is very simple yet attractive and thus it makes huge impact on all age
group.

4.1.1 Quantitative Analysis

The approach collects several posts from different social media accounts which are published by
the Disney and shared and reviewed by spectators. These data are posted regarding promotion of

22
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

the movies or animation programs broadcasted in the TV channels. The marketing officials of
Disney use various contents such as image, video or graphics to maximize the revenue generation
of the organization. The strategy is followed in all the social media pages such as Facebook,
Pinterest, Instagram, and Twitter. By examining all the collected data a clarity can be developed
regarding the brand principles of Disney.

Disney Social media:

It is required for the companies like Disney manage the social media as well, and the company
must focus into it as it is one of the essential areas for the company. It can be seen that the
company is having around 300 million on Facebook, which is an excellent number for the
company (Zhang and Moe, 2017). On the platform like YouTube Disney has been published or
generated around 365 million video views. Disney analysed that they need to make the content or
the demographic should be for the 12 years old teen to late teens to cater their strategy. The other
reasons may be for this is the integration of many games on Facebook (Kupfer et al. 2018).

It has to be believed that if the company like Disney can get more likes and share on the social
media platform that means the people are taking more interest in these posts and the company and
its content (Ordenes et al. 2018). However, the likes and the shares are not considered as the brand
popularity of the company across the social media. Apart from that, Disney is focused on the
emotional experience with the audience. The majority of the audience for Disney is the teenagers
or the children, so it is required to connect with them in order to provide better entertainment. If
they will able to provide the better entertainment the company will automatically get more likes in
the social media.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Facebook data of Disney

Table 1: Facebook details of Disney

(Source: As created by Learner)

Facebook Chart- Disney

16000
14000
12000
10000
number of people

8000 like
6000 comment
share
4000
2000
0
1 3 5 7 9 1 3 5 7 9 1 3 5
st ost ost ost ost st 1 st 1 st 1 st 1 st 1 st 2 st 2 st 2
po p p p p po po po po po po po po

Number of Post

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Figure 1: facebook post details

(Source: As created by the learner)

It can be seen that the data which has been collected from the official Facebook page of the
Disney. There are many posts which show that the content of the company is very much liked by
its users the company well manages the content. It shows that the interest of the people regarding
this gait is very positive and the people loves its programs, as well as the content, is published
(Tiago et al. 2018). Many people are following the company on their official page.

Moreover, the company is able to contact them as they can provide information related to the
upcoming programs which they have posted on the page and it gets many likes and views. By
analysing this, it can be understood that the people are getting attracted by the post which they are
posting and it is turning the company more profitable (Yuki, 2015). It can be seen that there are
some of the posts which are not very well managed by the company which need to be more
attractive for the people to draw their attention.

Pinterest Data of Disney:

Figure 2: Pinterest details

25
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

(Source: As created by the learner)

Pintrest Chart
2500

2000

1500
Pin
1000

500

0
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5
ost ost ost ost ost ost ost ost ost st 1 st 1 st 1 st 1 st 1 st 1 st 1 st 1 st 1 st 1 st 2 st 2 st 2 st 2 st 2 st 2
P P P P P P P P P Po Po Po Po Po Po Po Po Po Po Po Po Po Po Po Po

Chart 2: Pinterest Post details

(Source: As created by Learner)

It can be understood by the above data, which has been collected from the official page of Disney
Pinterest account. By analyzing the account of Disney, it could understand that the popularity of
Disney is very high among the children as well as in the young people. Moreover, it can be seen
that there are some of the posts which have been liked/pinned by the people (Luangrath, Peck and
Barger, 2017). In post number 2 and three which has been mentioned above can be understood that
the data has been liked by the people very much. More than 2000 people have pinned that post. It
means the post has attracted many people on Pinterest. As Disney has become the gait of the
animation and movie market the company is able to hold the customer by the post and the exciting
things which they deliver to their customer with the help of the movies as well as by the content
that they are posting online.

26
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Instagram data of Disney:

Figure 3: Instagram data of Disney

(Source: As created by the learner)

Instagram Chart
90000
80000
70000
60000
Number of people

50000
40000 Like
30000 Comment
20000
10000
0
1 3 5 7 9 1 3 5 7 9 1 3 5
st ost ost ost ost st 1 st 1 st 1 st 1 st 1 st 2 st 2 st 2
Po P P P P Po P o Po P o Po P o Po P o

Number of Post

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Chart 3: Instagram Post Details

(Source: As Created by Learner)

Based on the above data it can be understood that the post on Instagram has been reached to many
people and the people found it very attractive. There are many posts which has been like by around
90 k people which can be seen in the chart post number 5. These data have been taken by the
official Instagram post of the company (Tafesse and Wien, 2017). There is the little post which has
been disliked by the people; however, it is very less in the amount. The company needs to focus on
the post which can attract many people as it will provide the company more business. The
company is focused on the animation as well as the movies and variety of shows which the
company has been operating it will be the best platform for the company to promote the various
shows on the social media and it will promote the company and its brand.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Twitter post of Disney

Figure 4: Twitter Data Details

(Source: As created by the learner)

29
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Twitter Chart
25000

20000
Number of People

15000
Like
10000 comment
Retweet
5000

0
1 3 5 7 9 1 3 5 7 9 1 3 5
ost ost ost ost ost st 1 st 1 st 1 st 1 st 1 st 2 st 2 st 2
P P P P P Po Po Po Po Po Po Po Po

Number of Post

Chart 4: Twitter Post Details

(Source: As created by the learner)

The company has the official twitter post with around 5.95 million followers all around the world.
The company is doing great concerning promoting the various shows on to the social media
platform (Luarn et al. 2017). It can be seen that the number 8 post has been like by around 24000
people on the twitter which means it has attracted the better amount of people as the content is
found attractive by the people on twitter. People also rewet many times as the post they have found
is interesting and unique. There are many posts which are not like by the users of Disney which
they need to work on with. As it is required to have some of the better posts which can able to
draw the attention of the people as well as the new ones.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

4.1.2 Qualitative Analysis

Such approach collects data from different but reliable secondary sources so that a quality finding
can be established. Such sources include official websites, authentic journals, reliable web sources
and annual reports (Palinkas et al. 2015). The finding will visualize various branding strategies
used by Disney and how the key elements have been changed over time. The overall analysis is
done by reviewing the merger activities and other commercial activities of Disney.

Merging of ABC network with Disney: On 31 July 1995, the broadcast channels of ABC
network is merged with Disney. The merger includes addition of theme parks and film studios
including ESPN. As the New York Based ABC Inc. is a creative entertainment organization and
deals with production and theme parks, the merger enhanced the creativity and broadcast segment
drastically. Further, after a decade, it was realized that the revenue had jumped significantly,
almost 70 %. The earnings per individual market also increased around 50%.

The ABC distributes various contents through air (radio), TV networks and online channels as
well. The unification of this network had helped to compete with various local TV channels. The
ESPN was the largest sport network in the period of unification and thus Disney had gained a
significant advantage over the business. With improvement of program contents and creative
presentation, the ABC network has successfully grasped the local market (Cassell and Bishop,
2018). ABC develops and broadcast several creative programs through the independent TV
stations and thus no mediator can interfere or take commercial advantage. With high-quality
transmission rate, the consumer base was pleased and the business expanded. In such a way, the
parent organization (Disney) also acquired high. With expansion of strong customer base the brand
image of ABC as well as Disney had been enhanced. Further, a huge section of the local market of
USA is ruled by the diversified contents of ABC and thus market share is secured. The network
also developed certain channels which are viewed through the electronic devices such as laptops,
computers, tablets and smart phones. In this way, the brand has gained significant attraction from
youth, children as well as adults.

Inclusion of Fox Family: Fox family is a popular network which develops various entertainment
programs for kids and family. In 2001 October, Disney acquired the network and renamed it as
ABC family. During merger, the Fox has numerous subscribers, who were enjoying satellite

31
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

television services as well as cable services. It is reported that more than 81 million subscribers
were watching the Fox Family Channel around the world, whereas in Latin America and Europe
24 million subscribers were seeing Fix Kids (Smith, 2015). This merger was very much profitable
and drastically enhanced the brand, as the network had plenty of loyal customers in Europe, North
America and Latin America. Moreover, the family entertainment programs have enriched the
existing creativity of Disney. Thereby the Disney has diversified its TV programs which were most
developed for the children. The strategy was a successful implementation and various viewers
liked the newly created programs. However, Disney had improved the contents of the programmes
and thus the loyal customer base has been expanded. Moreover, with Fox Kids and other children
based TV channels, the Disney had made a perfect impression on the children as well the current
generation, which makes it more than a brand. The positive advertisements regarding various
programs had motivated subscribers to watch the contents. Due to astonishing presentation of
those programs, the global audiences of Disney have increased and thus the overall revenue
increased (Bryman, 2017). The Disney channel, a quality cable service was developed after this
unification and it acquired a strong audience base on global basis, which helped to spread brand
awareness in various segments of the world.

Addition of Pixar Animation Studio: The Pixar is a major animation studio which is best at their
creating and high-quality story-telling features. The creativeness of the digital characters designed
by the studio is appraised many times by several critics. While Pixar and Disney merged together,
the brand and global positioning of House of Mouse has become strong undoubtedly. The
advanced technologies has been used by Pixar has added significant advantage to Disney to create
memorable feature films. Moreover, with excellent supervision of leadership of Disney, Pixar has
grown its creativity level and made certain unforgettable animation characters. The merger has
also increased the business of the resorts and theme parks, as they are going to resorts to spend
quality time with these characters (Bansal, Smith and Vaara, 2018). The innovations of Pixar can
be experienced in the various TV programs of Disney, which expanded the commercialization.

Inclusion of Marvel: On 31st August 2009, Marvel Entertainment is purchased by Disney. Marvel
produces, publishes various animations, feature films as well as toys. The Marvel is famous for its
character-based entertainment and it has a strong fan base who is considering the company more
than just a brand. This unification had provided various famous characters such as Spider-Man, X-

32
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Men, Fantastic 4 and Avengers to the creative hands of Disney. With extraordinary story-telling
and visual graphics, the characters had become unique brands in the global media (McCusker and
Gunaydin, 2015). The popularity of these characters had gone beyond the culture, age and gender.
The talented staffs of Marvel had strengthened the competitive advantages of Disney, which
helped Disney to increase its revenue in media platforms and various geographical segments.
Moreover, the trailers of new Marvel movies are heavily viewed in the Youtube channels, which
help to generate huge revenue and thereby the brand positioning of the Disney is enhanced
drastically. The Marvel studios are making various popular films, which are sincerely developed
by the quality technical staffs (Welch and Smith, 2016). The storyline of the movies are also very
attractive, which easily gets popularity in the commercial market. The MCU (Marvel Cinematic
Universe) has a huge base of spectator who always research regarding the upcoming films and the
characters. Disney has used the concept as a major advantage, they are creating various gossips or
stories regarding the movies, and thus the brad strength is regularly being increased. With
decorative marketing and advertisements, the entertainment giant is strongly competing with the
other film production studios such as Universal studios and Warner Bros Studios.

Addition of Lucasfilm: Disney purchased the Company on 30 October 2012. The company is
producing various original contents, which they use to produce feature films as well as computer
games. Star wars series is one of the memorable creations of Lucasfilm Ltd. These intellectual
properties helped to increase innovation level of Disney and thus they could develop various
original stories in distant future. The innovative storylines and quality experience of the products
including movies, TV programs or games will enhance the popularity of Lucasfilm (Hackenberg,
2016). Same strategy can be applied by Disney to enhance its reputation. Further, through
development of gaming for online platforms can increase revenue. All these features had added
advantage regarding development of quality brand of Disney.

4.2 Business Segments of Disney

The company was getting a stronger brand as the company has been increased their business
segments which allow the company to become a well-known brand in the market. The company is
getting is revenue from different business segments which has been started by Disney which has
been mentioned below:

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Segment Percentage of Revenue

Parks and Resorts 29%
Walt Disney Studios 16%
Media Networks 46%
Disney Interactive 2%
Disney Consumer Products 7%

Table 1: Business Segments and its revenue generations

(Source: Aichner and Jacob, 2015)

The Disney Comprise of the five major business segments which are as follows:

Media Networks: Disney's significant revenue has been generated through the media networks,
which are around 46% of the company (Collier, 2015). The company comprised of a wide range of
broadcast, cable, radio and the digital businesses. The company has two divisions in which it has
grouped first is the Disney/ABC Television group, and ESPN. These things help the company to
be recognised as a brand for the market.

Parks and Resorts: the company started the Disneyland in Anaheim, California in 1955. The
company has created the park on the idea of quality time with the family and friends where all the
children and the parents can have fun together (Aichner and Jacob, 2015). The idea of creating
these parks was struck in the mind of Walt Disney when he has visited an amusement park with
her daughters. After that in 1966, the company has started to seek another site for developing a
new theme park, after that Disney world has announced the plans for making theme parks, hotels
for that the company has purchased thousand of arcs of land near Orlando, Florida.

Walt Disney Studios: for over 90 years the Walt Disney studios has been the foundation on which
the Walt Disney Company has built on. In the present time, the company brings the movies, music
and the stage plays provide too many customers all around the world. There are many movies
which have been created under this banner. There are many movies which have been created under
the following banners are the Disney which includes the Walt Disney Animation Studios and Pixar
Animations Studios, Marvel Studios, Lucas film and Touchstone Pictures (Mergel, 2016).

34
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Disney Consumer Products: Disney can be considered as one of the largest licensing deals, as the
company has many products and characters or the merchandise that require the license to the
various toymakers. Disney is one of the largest , and it provides the license to many of the
company or the toy makers to make and produce toys. These toys shipped all around the world,
and these provide considerable revenue to the companies as these license has been sold out to these
toy makers at huge prize money. Apart from that, the company has many Publishing worldwide
which has been the largest publisher of the children books and magazines and digital content.

Disney Interactive: it has been seen that the companies which able to provide the better
interactive is able to do great in a market also. There are many things which Disney is providing to
the target audience. The company is consists of Interactive entertainment games as well as the
educational material — all the products which has been released by the company on the various
platform like mobile, console games and the digital content (Colicev et al. 2018).

4.3 Discussion
With social media interaction and other marketing strategies, the Disney officials can interact with
the distributed consumer base of the company. Thus, they can know about various effective
opinions from the customers. After listening to the opinion or interests of consumers, Disney and
its subsidiaries can develop certain products as per their interest. With high-quality innovation and
business policies, the house of mouse has become a successful brand. The outstanding products
(movies, animation programs) or services are recognized and appreciated by the potential
consumers all over the world due to strong advertising contents. Moreover, this strategy has
increased the sales exceptionally. The official website of Disney is also designed with quality
graphics and decorations, which attracts the consumers (Zamawe, 2015). The magical storytelling
in the advertisements makes the child so curious that they think they could visit the wonderland
and enjoy a day. With this strategy, Disney invites the children and family to their resorts and
theme parks. In various occasions, the Disney also posts various gorgeous pictures of the resorts
in ten social media pages along with specific discount rates. However, the management of the
resorts provides excellent customer service to the visitors with quality food and cleanliness. Thus,
they generate positive impression on visitors and create strong brand. Moreover, the policy also
helps make enormous revenue in the process. By examining the qualitative findings, it can be
stated that the merger activities of Disney had given certain advantages to the company. The

35
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

takeover of these popular enterprises had increased the brand strength as well as the sales are
increased (Peters et al. 2016). The overall process was so beneficial for Disney as it gained a
widespread customer base in various platforms including movies, games, educational contents as
well as hospitality industry. The presentation of the programs or independent contents had
provided them a significant advantage over other competitors, which helped them to develop as
brand. The emotional attachment through the strong storyline and character definition has
encouraged the consumers to watch and like the programs.

It has been seen that there are social media is one of the platforms by which the company Disney is
able to hold many of the consumers to its company. It should be understood that the branding of
the company is very vital for Disney. However, the company is focused on social media with the
help of the content, which they make. It has been seen that the company is able to make the content
for the target audience which is generally the teenagers. If they able connect the people
emotionally, then the people will automatically join and share the content of the social media and it
will able to provide better recognition to the brand name Disney.

The company has many spread its identity all across social media. The company has created many
official pages on various platforms like Facebook, Instagram, Pinterest and Twitter. The use of
social media for the company like Disney is to provide the information related to its new programs
or movie which they are going to launch or its subsidiary is producing movies. The company is
trying to promote the various movies and shows. It is basically a promotion platform for the
company. It helps the company to create a reputation among the people and create a strong brand.
The company has a strong follower in the twitter with around 14.5 million. The company also has
a huge following in the Instagram with around 13.9 million followers, and on Facebook, it has 50.3
million followers, and in the Pinterest, it is around 512730 followers. By the calculation, it can be
seen that the company is having a strong viewership and the fan following. By analysing the data,
it can be understood that the company needs to provide a good amount of content in the social
media in order to connect with their users. The company has provided some of the promos of the
movies which have thousands of likes and comments across all the social media stages which have
been provided. These posts help the company to get more attention to its products, which are the
movies and the shows. If the company is able to attract more users, then the company will have
more views which will lead to more sales of their merchandises.

36
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

The company is also focusing on the business segments, which will be depended on the brand and
its popularity. The company has five major segments in the market to generate the revenue. If the
company is able to make movies like star wars it can also increase the sales of the toys and many
more which will help the company to sell its license in higher cost, the company can also earn
more by the theme parks and by the media network if they able connect with the target audience. It
will provide more revenue to the company, and it can be more useful to the company and its
partners.

4.4 Limitation
Even though the research has been through various web contents, journals and official
publications, there are certain limitations. The research is based on branding, but no direct
customer-based matrices and marketing strategies are not discussed, which are essential to
understand the basic concept of brand positioning. The discussion and finding are associated with
the emotional interaction of the consumer and its impact on the brand. Further, the management
issues during merger activities are not discussed which has influenced the subsidiaries as well as
the parent company (Disney). The mergers were undoubtedly effective business decisions, but
many business assets were lost such as intangible assets, patents and certain management
proficiency. Moreover, the pricing strategy of products is also not dicussed, which can help to
understand the brand positioning issues, as high rated products can decrease the sales as well as
popularity of a products in the global market. The financial statement is also not discussed, which
might describe certain issues or changes in the brand portfolio.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

Chapter Five: Conclusion

Various data were examined from online sources including trustworthy websites, social media and
specific journals. The overall research was done to meet the aims and objectives discussed in the
introduction part of the project. Qualitative and quantitative analysis was performed to find out the
steps of brand positioning in term of ‘House of mouse’. As branding is a broad concept huge
amount of data was examined regarding the growth of Walt Disney into an entertainment leader in
the global market. Alongside, the merger activities of the organisation were also reviewed as it
took over many famous brands and developed the business, which is merging of the ABC network,
Pixar, Lucasfilm, and Marvel Entertainment. Various positives were thoroughly discussed which
has helped the House of Mouse to increase its business as well as reputation in the entertainment
industry. The organisational culture and the business strategy were improved for Disney as
workers from diversified communities and culture joined the organisation. Moreover, they have
applied creative ideas and advanced technologies to enhance the level of advertisements or
promotions. The story lining and character development of animations was also enhanced due to
these unification activities. Thus, the branding of Disney was remarkably enriched, and people
across various countries came to know about their unique creations.

5.1 Limitation
All the studies have some of the limitations; so does this project also. The research has been based
on the primary and the secondary data. It may have some of the limitations and flaws. The number
of the sample size which has been used in the study is not too significant so the analysis may have
some of the issues or the flaws related to that. Most of the data has been collected as a quantitative
that only shows the performance of the company in the market. The research which has been
conducted is based on the brand metrics rather than the evaluation of the perception of the
customer. There are many things which have not been included in the present research like the
hierarchy of the effects and the attitudinal data. The second thing which can be the limitation is
that the data which has been collected is not as accurate as it has been depended on the views of
the author and the responded that have provided their feedbacks. The measure which has been used
to collect the data cannot be reliable as the data has been collected from the social media accounts
of the company to provide a better understanding of the brand among the people which cannot be
taken as the reliable source of data to measure. The data which has been collected which has been
38
ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

self-reported is minimal by the facts that it can be independently verified. The data which has been
collected by the researcher can be a bias which can be the limitation of the research. These biases
can become apparent if they are incongruent with the data from the other sources. One of the
significant limitations of sampling in this particular study is that it compromises of the only gender
as a parameter. Other factors like the demographic as a brand typology did not have the scope for
any other factors to be incorporated.

5.2 Scope for Further Research

There are many tests, and experiments or the data collection has been left for future research due to
the lack of time which has been provided to us. The work which has been provided is time-
consuming and even required days to finish a single run. In the future work which concerns the
more in-depth analysis of specific mechanism or the newer proposals to try something different
methods. The data which has been collected from the various posts of the social media is limited.
The future research work can be more in details, and they can collect more data to analyse the
brand and its impact on the consumer. The scope of the research can be enlarged as the data which
has gathered from the sources are opened, and the data sampling is small which can be expended
for further research work. There are some of the extraneous variables which were ignored in the
present research work that can be further controlled and the experiment can be strengthened with
the help of the standardised research tools. The data which has been collected in a particular
demographic area and there will be a possibility for the researcher to add the further research in a
different area of the country which will provide a bright look into the brand positioning of the
current company. The study also introduces an alternative approach to measure the effectiveness of
the positioning strategies of the brand.

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ANINSIGHTINTODISNEY’SBRANDINGSTRATEGY

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