{"id":349,"date":"2008-05-16T16:26:41","date_gmt":"2008-05-16T16:26:41","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=349"},"modified":"2008-05-16T16:26:41","modified_gmt":"2008-05-16T16:26:41","slug":"disney-co-chooses-espn-brand-over-disney-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/disney-co-chooses-espn-brand-over-disney-brand\/","title":{"rendered":"Disney Co. Chooses ESPN Brand Over Disney Brand"},"content":{"rendered":"<p>In October 2007, I wrote a post on my branding blog, Brandcurve, about the <a href=\"http:\/\/www.brandcurve.com\/disneys-brand-strategy\/\" target=\"_blank\" rel=\"noopener\">Disney brand strategy<\/a>.  In the post, I referenced a q&amp;a session with <a href=\"http:\/\/www.disney.com\" target=\"_blank\" rel=\"noopener\">Disney<\/a> (NYSE: <a href=\"http:\/\/finance.google.com\/finance?q=dis\" target=\"_blank\" rel=\"noopener\">DIS<\/a>) CFO Tom Staggs at the Merrill Lynch 2007 annual Media Fall Preview event where Staggs basically revealed the secret to Disney&#8217;s brand strategy &#8211; identify strong, popular brands then exploit them around the world.<img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/05\/disney-wide-world-of-sports-disney-espn-brand.jpg\" alt=\"\" hspace=\"10\" width=\"178\" height=\"126\" align=\"right\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 178px; --smush-placeholder-aspect-ratio: 178\/126;\" \/><\/p>\n<p>WIth that brand strategy in mind, I was actually surprised to read that Disney is abandoning its brand name on one of its popular properties.  According to <a href=\"http:\/\/www.brandweek.com\/bw\/news\/recent_display.jsp?vnu_content_id=1003802587\" target=\"_blank\" rel=\"noopener\">Brandweek<\/a>, Disney will remove the Disney brand name from its sports complex at Walt Disney World in Orlando, Florida and replace it with the <a href=\"http:\/\/www.espn.com\" target=\"_blank\" rel=\"noopener\">ESPN<\/a> brand name. <!--more--><\/p>\n<p>Of course, Disney owns 80% of ESPN (Hearst Corp. owns the remaining 20%), but I was still surprised by this move.  It seems to run counter to the Disney brand strategy, particularly since the move entails removing the Disney name from a complex <em>on<\/em> Disney property. <\/p>\n<p>I&#8217;m not saying that rebranding the sports complex with the ESPN name doesn&#8217;t make sense from a marketing and business perspective.  Certainly, ESPN is more closely associated with sports.  I&#8217;m just surprised that Disney, who likes to have its brand on everything, has chosen to remove its name from what is not only a popular complex but also one on the property of its most popular theme park destination.<\/p>\n<p>What are your thoughts on this Disney branding decision?<\/p>\n<p><span style=\"xx-small;\">Photo source: <a href=\"http:\/\/www.flickr.com\/photos\/joeshlabotnik\/1520974082\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In October 2007, I wrote a post on my branding blog, Brandcurve, about the Disney brand strategy. In the post, I referenced a q&amp;a session with Disney (NYSE: DIS) CFO Tom Staggs at the Merrill Lynch 2007 annual Media Fall Preview event where Staggs basically revealed the secret to Disney&#8217;s brand strategy &#8211; identify strong, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[112,100,110,106,107,108,109,111],"class_list":{"0":"post-349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-extension","8":"tag-brand-strategy","9":"tag-corporate-branding","10":"tag-disney","11":"tag-disney-brand","12":"tag-espn","13":"tag-espn-brand","14":"tag-sports-branding","15":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disney Co. 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In the post, I referenced a q&amp;a session with Disney (NYSE: DIS) CFO Tom Staggs at the Merrill Lynch 2007 annual Media Fall Preview event where Staggs basically revealed the secret to Disney&#8217;s brand strategy &#8211; identify strong, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/disney-co-chooses-espn-brand-over-disney-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/susangunelius\" \/>\n<meta property=\"article:published_time\" content=\"2008-05-16T16:26:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/05\/disney-wide-world-of-sports-disney-espn-brand.jpg\" \/>\n<meta name=\"author\" content=\"Susan Gunelius\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@susangunelius\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susan Gunelius\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/disney-co-chooses-espn-brand-over-disney-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/disney-co-chooses-espn-brand-over-disney-brand\/\"},\"author\":{\"name\":\"Susan Gunelius\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\"},\"headline\":\"Disney Co. 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