Title

Strategic brand management: Culture, brand strategy and equity creation

Creator

Araz, Effimia

Abstract

This project explores how effective brand management contributes to long-term success, using Disney as a case study. It examines the challenge of balancing global consistency with local adaptation, highlighting the importance of cultural awareness in international markets. The report also discusses how brand strategy should align with overall marketing goals to maintain a strong and consistent identity. Additionally, it analyzes the role of brand elements in building brand equity. Finally, it offers recommendations for Disney, including personalization, local content developement, and sustainability, in order to strengthen its global presence while remaining competitive.

Keywords

brand management

brand equity

global marketing strategy

Date Available

May 28, 2026

Type

Oral presentation

Course

MK3134, Brand Management

Session

Oral presentation

Location

Art Center Auditorium

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium