Disney Loyalty

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Disney Resource Based View Brand Recognition and Loyalty One of Disney’s key resources is its brand name and the loyalty that people have with it. For decades, people have associated Disney with a high level of quality and integrity. This stems from the fact that Disney first starts to become part of a person’s awareness at a very young age. Young children watch Mickey Mouse cartoons and see Disney movies and associate these things with a positive experience that they carry on to adulthood. Disney in itself serves to remind people of their youth, good times, and pleasant memories. Disney builds on this image by reinforcing it with quality. Whether someone is watching a Disney production,…show more content…
It provides the company with a competitive advantage over its competitors by making Disney’s theme parks and resorts one of the biggest, if not the biggest, in the industry. It should be noted that land is not rare because others can purchase it. If competitors want to compete with Disney in the theme park and resort industry, competitors need land on which to build its own theme parks and resorts, and there is plenty of land available for purchase. However, acquiring such a vast amount of land in one location is a rare task. It would be extremely hard for another company to try to acquire approximately 27,000 continuous acres of land in a metropolitan area. Similarly, Disney’s land is imperfectly-imitable due to the vast amount of it and that fact that 27,000 acres of land is in one geographic location. While land in general is substitutable, the land that Disney owns is non-substitutable. Just like it would be difficult for competitors to purchase such a vast amount of land today, it would difficult for Disney to find the same amount of land that it owns today in another central…show more content…
The ABC Television Network consists of 238 broadcast television stations scattered over nearly every metropolitan market in the country with a population over 50,000. Disney owns only 8 of these 238 broadcast stations outright. The rest become part of the ABC network by way of a network affiliate contract. These affiliated stations agree to broadcast ABC network programming content, and to pay ABC for the privilege. Disney also collects fees from cable companies to carry Disney’s popular cable stations such as ESPN and the A & E, and Disney channels. Disney collects both affiliate fees and also advertizing fees from its Media Networks affiliates. A discussion of the VRIN criteria (Valuable, Rare, and Imperfectly Imitable, Non-Substitutable)
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