Disney gets into the brand management business

11/2/2009 | Bloomberg Businessweek

Disney CEO Robert A. Iger wants to reinvent his company's movie studio, focusing not just on making great movies, but on creating and managing a stable of world-beating brands. Iger's new studio chief, Rich Ross, already has experience managing company franchises, such as Hannah Montana and High School Musical. Now Ross will need to ensure that Disney's big-name brands -- such as Pixar, Marvel and Dreamworks -- play off each other's strengths instead of treading on each other's toes.

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