What are the risks and benefits of expanding the Disney brand in new ways?
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It is the policy of Disney that it is always eager to absorb the new blood and so it looks for expansion of its market, Disney not only develops its outlets but it always try to add on new products and services. But brand expansion brings both lots of benefits as well as setbacks for the company. The major benefits of expansion are mass coverage, strong brand image and increase in profit margins. It has always seen that core customers of Disney are children’s and families, but company has nothing new to target older audience as the people of this age group has both purchasing power as well as leisure time to spend so ignoring this audience group will be a great future loss for the company. Although Disney has already gain trust of its customers in the field of entertainment now it should move ahead and expand in the new sectors like clothing, cups and decoration. Disney has already established its own channels and movies.
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