ABSTRACT
Brand management at millennial and midcentury Disney has some basic similarities despite the difference between today’s Disney media conglomerate and Disney, the minor studio of the late 1950s and early 1960s. Both Disneys explored how legacy properties could be leveraged to promote current properties, especially through new distribution platforms, including broadcast television, cable television, and Blu-ray/DVD/Digital combo packs. They coordinated theatrical and television production and made sure to create television programming that doubled as promotion for Disney Studios output (and sometimes tripled as promotion for a Disney recording division).
