Your task is to present a detailed analysis of the branding strategy for the following brand:
Disney
The questions / statements below will guide each section of your report. Make sure that in addressing the issues below you define the terms that you are using and demonstrate an understanding of the theoretical concepts you are?studying.
1. the first step in strategically managing a brand is to identify and establish brand?positioning and values. Comment on how this has been done with your chosen brand and evaluate their?success in positioning this brand.
2. Discuss the brand characteristics of your chosen brand.
3. What benefits does your chosen brand provide and how are these linked to customer satisfaction?
4. How could your chosen brand adopt the concept of brand communities?
5. Describe your chosen brand’s sources of brand equity and discuss in detail how these have been developed.
Before addressing the questions you should present an introduction of approximately 500 words that provide brief background information, and outline the purpose and scope of the report. Background information should include details of the ‘product’, the relevant industry, competitors and consumers. 
Please integrate academic theory into your discussion. You may either use the text or other academic sources for this purpose. 
Your report should be structured in the following way:
Title page
Table of Contents
Executive Summary (one page maximum)
Introduction and background
Brand positioning and values
Brand characteristics
Consumer benefits and satisfaction
Brand community
Brand equity analysis (800 – 900 words approx.)
Conclusion
Appendix (if relevant)
References (using APA style)
?Note: While most reports contain a recommendations section you do not need to one for this assignment.
Rationale
This assignment is designed to help develop your understanding of key concepts in branding by giving you the opportunity to apply these to a real brand. 
Marking…