brand audit- pixar
TRANSCRIPT
Brand Audit
By Jayesh Gawde20140121034
Pixar Animation Studios is a multi award winning CGI studio which uses technical creatives and innovations in production of new generation motion pictures or animated feature films.
Pixar has positioned itself as combination of propriety technology and creative talent to develop CGI animated films with memorable characters and heart warming stories that appeal to families and audiences of all ages.
Introduction and Positioning
History Portfolio
CBBE Model Extension
Index
19791983
1986
1991
1995
1997
2006
2011
Lucasfilm's Computer Division headed by George Lucas recruits Catmull
Lucasfilm's Computer Division gets John Lasseter in graphics division
Computer Graphics Division of Lucasfilm's is purchased by Steve jobs from George Lucas and makes it an independent company called "Pixar”.
Disney & Pixar announces to produce and distribute at least one CGI animated movie
Toy Story, the world’s first CGI film, is released on 22nd November Pixar opens IPO on 28th November. Famous as largest IPO of the year .
Walt Disney Studios & Pixar Animation Studios inked a pact to produce 5 movies in 10 years
Disney announces its agreement to purchase Pixar.
Pixar celebrates its 25th Anniversary History
Perceived Quality
(High)
Inno
vati
onal
Perceived Quality
(Low)
Trad
itio
nal
Where we stand in this
race
Family Entertainer Category
1988 1989 1995 1998 1999 2001 2002 2004 2006 2007 2008 2009 2010 2011 2012 2013 2015
Our Weapons
Portfolio
Toy Story (1995):
Special Achievement Award
The Incredibles (2004):
Feature Film(animated)Sound Editing
Monsters Inc. (2001):
Music(original song)
Ratatouille(2007):
Feature Film(animated)
Finding Nemo (2003):
Feature Film(animated)
WALL-E (2008):
Feature Film(animated)
What defines our Work
Up (2009):
Feature Film(animated)Music(original song)
Toy Story 3 (2010):
Feature Film(animated)Music(original song)
Brave (2012):
Feature Film(animated)
Portfolio
Customers perception through Brand Equity Pyramid
Animated Movies
WarmthHappinessNostalgiaFeel good
Family timeToy Story , NemoStudy lamp
Award Winning
High quality
Cherishable MomentsEnjoyable Movies
Lovable Characters
Attachment
CBBE Model
Salience
Pixar is known for its animated movies and is also considered a very sound in use of technology.
Imagery When we think about Pixar the associations that comes to our minds Nemo , Toy Story, its famous logo (Study lamp) and images of whole family sitting together and enjoying its movies
FeelingsAfter watching Pixar movies people are filled with emotions ranging from warmth, happiness and nostalgia which leads to an overall feel good atmosphere.
Performance:Their movies are their performance which are really enjoyable and filled with lovable characters which leave a long lasting imprint on our minds. This is what makes us cherish those moments.
Judgement When ever a new movie is produced by Pixar people perceive them as a high quality movie with innovations ingrained and it should win an award considering it’s product superiority .
Resonance:
Brand resonates with the sense of attachment people have be it other objects or relationships.
CBBE Model
• Piracy• Technology changes • New Production
houses
Threats
• Long time to produce a movie
• Limited amount of employee work on a production
Weakness
• Short animated TV shows
• Global expansions • Sequels
Opportunities
• Strong brands • Great Movies
• Disney's Umbrella• Employee Culture
Strenghts
SWOT
Universe to exploreGaming zones
o Pixar can open up its gaming zones across cities.
o Games would be themed after famous movie characters.
o Merchandize would also be kept on sales.
o New movie launches would also be done from here.
o New characters trial can be done through various games.
Extension
Electronics (camera)
o Pixar can extended in to electronic products like DSLR’s, Point and shoot and video cameras.
o Their image of product superiority can help them. Adding to their association with movies
o Also their name Pixar and term pixel related to cameras can help them leverage their brand
o Here products can range from normal cameras to high-end movie video cameras
Fun Facts
Started with just 20 employees now 2000+
In 1986 Lucas sold Pixar for just $5 MillionDisney bought Pixar for 7.4 $ Billion
Finding Nemo is the most profitable movie followed by Toy Story 3
Thank YOU