Disney’s global brand power began 80 years ago


June 4, 2019

When it comes to Disney blockbusters, titles that spring to mind might be Pirates of the Caribbean, Star Wars or Avengers: Endgame, the latest hit in the super hero genre. But the biggest Disney blockbuster of all time might surprise you. Adjusted for inflation, the top box office hit for the studio is Snow White and the Seven Dwarfs which was first released in 1937, more than 80 years ago. Snow White has been released many times since and continues to attract viewers.

According to boxofficemojo.com, a site that tallies box office ticket sales, Snow White has earned an estimated US $982 million at the box office in 2019 dollars. (Boxofficemojo is owned by the movie data base site IMDB.com.) Snow White was Disney’s first full-length animated film and a great risk when it was released. It has since paved the way for the company’s enduring success and global brand dominance. It was an instant critical and commercial success and was re-released seven times through 1993 when it was released as a home video.

Disney’s top five grossing films including Snow White are: Star Wars: The Force Awakens in 2015; 101 Dalmations, first released in 1961, The Lion King, in 1994 and Fantasia in 1940.

Snow White is also one of the Top 10 all time North American box office hits. (Gone with the Wind released in 1939 remains #1.)

Disney’s success with these titles is an example of its enduring brand power. In any market, language and currency, the movies resonate with audiences. Audiences know they will get original, animated creations, with family-friendly, uplifting messages. Audiences leave the theatre feeling good. The brand is recognized in each market and audiences can be assured of the same quality everywhere. The consistency encourages loyalty.

Disney is a top holding of the Harvest Portfolio Group Inc.’s Harvest Brand Leaders Plus Income ETF (TSX: HBF, HBF.U).

As of April 30, 2019 the fund held 20 global brand leaders who are the dividend elite, with an average dividend yield of 1.98%. The dividends are paid monthly and payable as cash or through a Distribution Reinvestment Plan (DRIP). The ETF’s management fee is 0.75%.

For more on Harvest ETF’s click here.

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