Brand Audit of PIXAR for brand management assignment from customer based brand equity pyramid

1. Brand Audit
By Jayesh Gawde
20140121034

2. 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

3. 1979
1983
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

4. Perceived Quality
(High)
Innovational
Perceived Quality
(Low)
Traditional
Where we stand in
this race
Family Entertainer Category

5. 1988 1989 1995 1998 1999 2001 2002 2004 2006 2007 2008 2009 2010 2011 2012 2013 2015
Our Weapons
Portfolio

6. 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

7. Customers perception through
Brand Equity Pyramid
Animated Movies
Warmth
Happiness
Nostalgia
Feel good
Family time
Toy Story , Nemo
Study lamp
Award
Winning
High
quality
Cherishable Moments
Enjoyable Movies
Lovable Characters
Attachment
CBBE Model

8. 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
Feelings
After 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

9. • 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

10. Universe to explore
Gaming 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

11. 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

12. Fun Facts
Started with just 20 employees now 2000+
In 1986 Lucas sold Pixar for just $5 Million
Disney bought Pixar for 7.4 $ Billion
Finding Nemo is the most profitable movie
followed by Toy Story 3
Thank YOU 