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Disney Learns to “Act Local” on the Global Stage

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Submitted By Viktoriia
Words 314
Pages 2
MKT 201
Assessment II
Case study 4-2
Semester III (Sep 2 – Dec 17)
Viktoriia Lebedieva

Case 4-2
Disney Learns to “Act Local” on the Global Stage
1) Why is it necessary for Disney to build brand awareness in China and other emerging markets?
First of all, let’s define what is “brand awareness” means? Brand awareness means brand recognition. American children were grown up with Disney’s characters, as Mickey Mouse, and others. But Chinese kids don’t, they don’t know what it is. China is one of the great emerging market, as they always devise something new and produce or release it to the global market, where is it actually becomes adopt and popular by the other countries, nations. China market is good opportunity to build good brand and become famous/popular in the global market. China’s, India’s, and Russian’s markets are basically built-in film traditions. So, that’s obviously the right thing to start from one of them, like from China.

2) Do you agree with Disney’s decision to pursue a location approach in emerging markets?

Yes, I think that localization approach could make Disnay enter easily into emerging markets. As there are same examples for localization, such as Mulan movie ; Mikey and Minnie Mouse were wore red suits, and so on.

3) Why is High School Musical so successful in global markets?

This movie contains three parts. To be honest I like this movie very much. The reason is the new generation of young people love music; they are dreaming about love, and looking for a second half of their spirit(soul); they wish to be free, as their life just have been started ; they want to do those thing which they like and make them happy, not what is right (as like some crazy staff). The story of the movie is about like music completely can change your whole...

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