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Key words: brand extension, expansion into new geographies brand culture, brand symbols, semiotics analysis study of ‘disney’: strategies and factors that helped build the iconic brand group 7 archana menon 2008 09 a chandan pansari 2008 12 a ranjani mani 2008 43 a sumita das 2008 55 a . 1) read the case: disney - the happiest brand on earth on p51 of the textbook 2) conduct a brief research on the disney brands and how the cross platform strategy was implemented in most of them (eg, pirates of the carribean, the disney princess franchises, alice in wonderland, etc) 3) do a . Case study: walt disney’s business strategies walt disney company is a $27 billion a year global entertainment giant which is an american based company was started by walter disney in venture with his brother named roy o disney in 1923.