Introduction to the Walt Disney CompanyDisney was founded on October 16, 1923 by brothers Walt and Roy Disney who were recognized as the Disney Brothers Cartoon Studio and recognized themselves as leaders in the American industry before transforming into live film, television and travel production. Today we see the Walt Disney Company with an assortment of brands linked to different forms of entertainment, within these brands the protagonist is a mouse better known to the public as Mickey Mouse. Over the years, Walt Disney struggled for success with a series of unpopular characters, but his fortunes changed course with the introduction of Mickey Mouse. A trademark was quickly created on Mickey Mouse to protect the brand. Mickey Mouse was described in his creations as a friendly and carefree approach that captured the hearts of people of all ages. The Disney brand was built on animated characters and topographies, but in 1955 Disney went beyond cartoons and lively tales with the opening of Disneyland. This theme park introduced even more of Disney's positive relationships with more films and animations to include experiences as well. The theme park allows the brand to shape associations across numerous senses and have a dominant impact on consumers' relationships with the brand. Over the years Disney has grown, introducing additional broadcasts such as television, music, live action filming and distributions along with animated films and themed themes. parks. In 2010, the company estimated that the value of the Disney brand was approximately $73.5 billion, a rather high figure for a brand that began with simply the sketch of a mouse. Brand Identity The American Marketing Association defines a b... ... middle of paper ...... stated by Walt Disney himself and others. The Disney brand personality can be described in five simple words;1. Magical: it can be related to Disneyland but also to Mickey Mouse or the films and cartoons created, from Sleeping Beauty to Pinocchio Disney is the most magical place to be.2. Childish: All stories are based on stories that especially appeal to children and depict innocence and fun.3. Fantasy: all the masterpieces escape into an alternative world, leaving the real one behind for a few hours.4. Kingdom: Disney gives a sense of belonging to everyone and therefore has been described as a kingdom of humanity, with characters, world and monsters in the most fantastic of imaginary kingdoms that could ever be built.5. Fun: The enthusiasm of all the characters is conveyed to the viewer making him feel better about the world around him.