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Title: Why We Love Disney

Why We Love Disney

The Power of the Disney Brand

by Andi Stein (Author)
©2011 Textbook X, 282 Pages
Media and Communication

Summary

From its beginnings as a small studio in the 1920s, the Disney Company has become one of the most influential organizations in the world of entertainment. Why We Love Disney examines the influence of the Walt Disney Company and the reasons for Disney’s universal appeal. Starting with the early days of Walt Disney, the book examines the company’s evolution, and discusses the products and services Disney has created and marketed over the years to build its brand. Chapters focus on different elements of Disney – from characters and theme parks to music and home entertainment – to offer the reader a clear overview of the organization’s history, products, management, and marketing practices. An examination of the many facets of Disney clearly shows the strategic steps the company has taken over the years to build its brand and make itself one of the major forces in the entertainment industry.

Details

Pages
X, 282
Year
2011
ISBN (Hardcover)
9781433108983
ISBN (Softcover)
9781433108976
Language
English
Keywords
Walt Disney company Disney Walt Disney branding marketing
Published
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2011. X, 282 pp., num. ill.

Biographical notes

Andi Stein (Author)

Andi Stein is Associate Professor in the Department of Communications at California State University, Fullerton. She worked as a journalist and public relations practitioner for 16 years prior to becoming a professor. Stein is the co-author of News Writing in a Multimedia World (2004) and An Introduction to the Entertainment Industry (Peter Lang, 2009). She has a BA from George Washington University, an MA from the University of North Carolina at Chapel Hill, and a PhD from the University of Oregon.

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Title: Why We Love Disney