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Fun for the whole family

video games

Disney Universe

Epic Mickey

Disney Infinity

Descriptive Modifier

Toys

unique from other toys (tech)

Young audience

Based on popular shows/cartoons

Play

Disneyland / Theme Parks

Joyful

Trip with family or friends

Action

Fun

Happiness

Innovative

Repurposed old ideas

Original ideas

childhood

Nostalgia

Show reboots

Old TV shows

Exposure to Disney, has the ability to bring out these feelings

Parents remember the feeling of being a child

Innocence

Influence

Carefree

TV Shows

Multiple TV networks

For all age groups

Cartoons

Disney's brand mantra:

Playful

Emotional Modifier

Friends & Family

Entertainment

Brand Function

Disney

Quality

Entertaining

shows

rides

Enjoyable

Inclusive

has grown as a brand to represent more ethnicities and cultures

for all age groups

Playful / Fun

many different activities

Engaging

Magical

Fairytales

Aims to makes fiction a reality

Energetic

Youthful

Active

Lively

Experience

Family & Friends

Household names

Builds connections