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Appendix 1

Survey On Pixar’s Brand Equity This survey is conducted to identify the potential sources of Pixar’s brand equity by

measuring its brand awareness and brand image that results in the differential

audience response. Your opinion and contribution will be very helpful to the survey.

All the information will be kept confidential and only for academic usage. Thank you. Your Gender: M F

Brand awareness 1. Are you interested in animated movies?

A. Yes B. Neutral C. No

2. Of the styles of movies below, which do you prefer for an animated film?

A. Ghibli: simple, natural, hand-drawn

B. Disney: dreamlike, sweet, fantasy

Appendix 1

C. Pixar: creative, vivid, 3D technology

3. Have you ever heard of Pixar Animation Studio?

A. Yes B. No

4 When you think of foreign animation films, which brand is your favorite?

A. Pixar B. Disney C. Ghibli D. DreamWorks

Appendix 1

5. Of the following logos, which is Pixar’s?

A. B. C. D.

6.If only considering visual design, which package is most attractive to you?

A. B. C.

Brand image 1. Rank your top 5 preferred animated films from the past few years. [Multiple]

☐UP ☐ How to Train Your Dragon

☐The Rise of Guardians ☐Toy Story 3

☐崖の上のポニョ ☐ Tangled

☐ Wall-E ☐コクリコ坂か

☐ハウルの動く城 ☐ Wreck-It Ralph

☐ Brave ☐Madagascar 3: Europe's Most Wanted

☐Bolt ☐借りく�らしのアリエッティ

☐ Ice Age: Continental Drift ☐ The Princess and the Frog

Appendix 1

2.What impressions do Pixar’s animated movies leave on you?

A) The stories of Pixar’s movies are imaginative.

Extremely disagree 1 2 3 4 5 6 7 Extremely agree

B) The image in Pixar’s movies is enjoyable.


C) Pixar’s movies are touching.


D) Pixar’s movies always make me laugh.


E) Pixar’s movies make me reconsider the world.


3. Do you think Pixar movies are worth watching?

A Yes B Neutral C No

4.Compared to other animation companies, what is unique about Pixar?

A 3D technology B Outstanding visual art C Infinite Creativity

Brand response

1. Will you buy or collect some peripheral products for your favorite Pixar

characters？

A Yes B Possible C No

2.Would you like to go see Pixar’s newest movie Monsters University when it comes

to China?

Appendix 1

A. Yes, I’d like to. B. Neutral C. No, I don’t like to.

Appendix 2

Survey results: Date: 22nd, April 2013~ 25th,April 2013. Website: http://www.sojump.com/jq/2336646.aspx Analysis of Resource :

Province Counts Ratio

Guangdong 198 60.37%

Guizhou 38 11.59%

Abroad 26 7.93%

Shanghai 25 7.62%

Beijing 15 4.57%

Hong Kong 10 3.05%

Sichuan 9 2.74%

Others 7 2.13%

Totalize 328 100%

Province

Guangdong

Guizhou

Abroad

Shanghai

Beijing

Hong Kong

Sichuan

Others

Appendix 2

Question1: Gender: ☐Male ☐Female

Question 2: Are you interested in animated movies? ☐Yes ☐Neutral ☐No

Gender:

Male:52.74%

Female:47.26%

0 1 2 3 4 5 6 7 8

Yes

Neutral

No 71.95%

24.39%

3.66%

Appendix 2

Question 3: Of the styles of movies below, which do you prefer for an animated film? ☐Ghibli: simple, natural, hand-drawn ☐Disney: dreamlike, sweet, fantasy ☐Pixar: creative, vivid, 3D technology

Question 4:

Have you ever heard of Pixar Animation Studio?

☐Yes ☐No

0

1

2

3

4

5

6

7

Ghibli Disney Pixar

28.35%

61.28%

44.82%

Have you ever heard of Pixar Animation Studio?

Yes:78.05%

No:21.95%

Appendix 2

Question 5: When you think of foreign animation films, which brand is your favorite? ☐Pixar ☐Disney ☐Ghibli ☐DreamWorks

Question 6: Of the following logos, which is Pixar’s?

☐

☐.

☐

0 0.5 1

1.5 2

2.5 3

3.5 4

4.5

Appendix 2

☐

Option Ratio

Pixar 79.57% ✔

DreamWorks 1.83% ✗

Disney 7.32% ✗

Ghibli 11.28% ✗

Question 7: If only considering visual design, which package is most attractive to you?

☐

☐

☐

Appendix 2

Option Ration

Ghibli 35.98%

Disney 10.06%

Pixar 53.96%

Question8: Rank your top 5 preferred animated films from the recent few years. [Multiple] ☐UP ☐ How to Train Your Dragon ☐The Rise of Guardians ☐Toy Story 3

☐崖の上のポニョ ☐ Tangled

☐ Wall-E ☐コクリコ坂か

☐ハウルの動く城 ☐ Wreck-It Ralph

☐ Brave ☐Madagascar 3: Europe's Most Wanted

☐Bolt ☐借りく�らしのアリエッィ

☐ Ice Age: Continental Drift ☐ The Princess and the Frog

Option Ratio

Up 70.73%

Toy Story 3 57.93%

Ice Age: Continental Drift 56.1%

Madagascar 3: Europe's Most Wanted 47.87%

Wall-E 40.55%

Appendix 2

ハウルの動く城 36.89%

Tangled 23.78%

Wreck-It Ralph 22.26%

崖の上のポニョ 21.04%

How to Train Your Dragon 19.51%

Brave 14.63%

借りぐらしのアリエッティ 13.72%

Bolt 12.8%

The Rise of Guardians 11.28%

コクリコ坂から 10.67%

The Princess and the Frog 7.62%

Question 9: What impressions do Pixar’s animated movies leave on you?

A) The stories of Pixar’s movies are imaginative.


Option 1 2 3 4 5 6 7 Average

Extremely

disagree--

Extremely agree

1

(0.3%)

5

(1.5%)

8

(2.4%)

54

(16.5%)

70

(21.3%)

86

(26.2%)

104

(31.7%)

5.63

Appendix 2

B) The image in Pixar’s movies is enjoyable. Extremely disagree 1 2 3 4 5 6 7 Extremely agree


Extremely

disagree--

Extremely agree

0

(0%)

6

(1.8%)

10

(3.1%)

51

(15.6%)

68

(20.7%)

102

(31.1%)

91

(27.7%)

5.59

C) Pixar’s movies are touching.

Extremely disagree 1 2 3 4 5 6 7 Extremely agree Option 1 2 3 4 5 6 7 Average

Extremely

disagree--

Extremely agree

0

(0%)

5

(1.5%)

9

(2.7%)

77

(23.5%)

83

(25.3%)

90

(27.4%)

64

(19.5%)

5.33

D) Pixar’s movies always make me laugh. Extremely disagree 1 2 3 4 5 6 7 Extremely agree


Extremely

disagree--

Extremely

agree

0

(0%)

4

(1.2%)

9

(2.7%)

47

(14.3%)

79

(24.1%)

94

(28.7%)

95

(29%)

5.63

E) Pixar’s movies make me reconsider the world.



Extremely

disagree--

Extremely

agree

0

(0%)

12

(3.7%)

18

(5.5%)

81

(24.7%)

85

(25.9%)

70

(21.3%)

62

(18.9%)

5.13

Appendix 2

Question 10: Do you think Pixar movies are worth watching? ☐Yes ☐Neutral ☐No

Question 11: Compared to other animation companies, what is unique about Pixar? ☐ Advanced 3D technology ☐ Excellent visual art ☐ Infinite Creativity

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%

Yes 78.05% Neutral 21.65% No 0.3%

Do you think Pixar movies are worth watching?

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

32.62% 3D technology

21.04% Outstanding visual art

40.24% InXinite Creativity

6.1% others

Appendix 2

Question 12: Will you buy or collect some peripheral products for your favorite Pixar characters？ ☐ Yes ☐Possible ☐No

Question 13: Would you like to go see Pixar’s newest movie Monsters University when it comes to China? ☐Yes, I’d like to. ☐No, I don’t like. ☐Neutral

Would you like to go see Pixar’s newest movie Monsters

University when it comes to China?

Yes:53.66%

Neutral:32.68%

No:10.06%

0

0.1

0.2

0.3

0.4

0.5

0.6

Yes:24.39% Neutral:51.52% No:24.09%

Appendix 3

Structured Focus Group Study on Pixar

A. Brand Association -‐-‐-‐Free association task (Technique): Brand associations are one of the core

components of brand equity. This dissertation investigates, through a series of

studies, the measurement and manipulation of the architecture of brand

associations. The first study develops a process to measure brand associations

that focuses on the features of associations (strength, uniqueness,

favorability)(Baack, 2006), the most powerful way to profile brand association is

free association tasks, in which subjects are asked what comes to mind what they

think of the brand (Keller, 2008).

ISSUE Example

Identify brand associations in consumers’

mind

Question:

1. What is "Pixar", for you? 2. What about the "Pixar Animation Film"?

Identify brand associations’ strength,

favorability and uniqueness

Question:

1. What do you like best about Pixar? 2. What’s your favorite Pixar movie? 3.What’s your favorite Pixar character? 4.What’s the advantage and disadvantage of Pixar? 5. What’s the uniqueness of Pixar?

Appendix 3

Archetype research: one technique for

eliciting deeply held consumer attitudes

and feelings (Keller, 2008)

1. Who see Pixar movies? What kind of person? (Gender, age, education…)

2. When do they see Pixar movies? 3. Where do they see Pixar movies? 4. Why do they see Pixar movies?

B. Brand Equity -‐-‐-‐Projective techniques: A set of projective techniques that were originally

developed by clinical psychologists was adapted for use in consumer and

marketing research (Berkman & Gilson, 1986; Loudon & Della Bitta, 1993;

Kassarjian, 1974). These techniques became generally known as motivation

research.

Projective techniques are not used to measure (that is more the territory of other

techniques such as surveys), but to uncover feelings, beliefs, attitudes and

motivation, which many consumers find difficult to articulate (Webb, 1992).

Projective techniques help the researcher enter the private worlds of subjects to

uncover their inner perspectives in a way they feel comfortable with (Gordon &

Langmaid, 1988; Loudon & Della Bitta, 1993).

Type Example

Completion and interpretation tasks:

classic projective techniques use

incomplete or ambiguous stimuli to elicit

consumers’ thoughts and feelings (Keller,

2008).

Bubble Exercise: Projective questioning (third

person techniques) requires the subjects to

give opinions of other people's actions,

feelings or attitudes. “Bubble” drawings or

cartoon tests provide an opportunity to fill in

the thought or speech bubbles of the

characters depicted in ambiguous situations

that are of interest to the researcher (Gordon

& Langmaid, 1988).

Appendix 3

Comparison tasks: ask consumers to

convey their impressions by comparing

brands to people, countries, animals or

even other brands (Keller, 2008).

Brand Comparison Study on Pixar, Disney and

Ghibli

Appendix 4

Content Analysis of Structured Focus Group Study Date: 24th, April, 2013 Time: 1:00pm~3:00pm Location: Library discussion room Participants Name: Age: Gender: How long you have been with Pixar

1.Jiangdu 22 M 12 years

2.XieLusha 22 F 10 years

3.Koujialong 24 M 12 years

4.Caiyunqi 23 F 10years

5.Ouyangwenwen 22 F 10years

6.Lindonghong 23 M 11 years

7.Huangtingwei 23 M 7 years

8.Kongbin 22 F 10years

9.Zouyuzhang 22 M 9 years

10.Xiatian 22 F 10 years

A. Brand Association (free association task) Issue 1： Identify brand associations in consumers’ mind Question 1： What is "Pixar", for you? Answers： 1.Jiangdu Lovely, colorful, childhood memory

2.XieLusha Imagination, Lovely, cute, childhood memory

3.Koujialong Special, recognizable

4.Caiyunqi 3D, friendship, love, dream, cool

5.Ouyangwenwen Amazing 3D techniques

6.Lindonghong Funny, entertaining, childhood memory

7.Huangtingwei Special, Imagination

8.Kongbin 3D,innovative, dreamers

9.Zouyuzhang Cute and meaningful cartoon

Appendix 4

10.Xiatian 3D,vivid, infinite creativity

Question 2： What about the "Pixar Animation Film"?

Answers： 1.Jiangdu Give dead thing live and reflect human nature and society.

2.XieLusha It not only brings fun and fantasy to children but also gives some

thoughts to adults.

3.Koujialong Focus on a special angle; such as Bugs that leads people into the

microscopic world.

4.Caiyunqi Story telling, critical thinking of the real life

5.Ouyangwenwen Ideas come from a pure and sincere world, shows adventure

spirits

6.Lindonghong Creative, innovative, crazy and funny, great character setting

7.Huangtingwei Creative, innovative

8.Kongbin Creative，unforgettable and meaningful storyline，impressive

9.Zouyuzhang Created lots of famous cartoon figures 10.Xiatian Enjoyable, let people reconsider the world

Issue 2： Identify brand associations’ strength, favorability and uniqueness 1. What do you like best about

Pixar?

2. What’s your favorite Pixar movie?

1.Jiangdu Updated The Incredibles, Finding Nemo,

Wall-E

2.XieLusha Lively characters, unlimited

imagination

Ratatouille, Finding Nemo, Toy

Story

3.Koujialong Rich in Details, new and fresh Ratatouille, Wall-E, Bugs

Appendix 4

4.Caiyunqi The awesome visual effect and

the details Toy story, Wall-E, Finding Nemo

5.Ouyangwenwen Creative and attractive stories Toy Story, Ratatouille, Finding

Nemo

6.Lindonghong Unique theme and value Wall-‐E; The incredibles

7.Huangtingwei Moving, special sounds Wall-‐E, Cars

8.Kongbin Storyline, and the values that

the movies expressed.

Up, and Monsters, Inc., Ratatouille

9.Zouyuzhang Movie scenes Wall-‐E

10.Xiatian Amazing visual art Toy story

3.What’s your favorite Pixar character?

4. What’s the advantage and disadvantage of Pixar?

1.Jiangdu Buzz Light Year, Wall-E, Nemo

D: not enough cultural diversity;

less concern of Asian, Africa and

other countries than the Europe and

America.

2.XieLusha Remy , Dory

A: extraordinary visual effect;

D: the Chinese translation of movie

name is limited.

3.Koujialong Wall-e , Eva A: creativity

D: lack of emotional music

4.Caiyunqi Buzz Light Year A: Creative

D: Confuse with Disney

5.Ouyangwenwen Remy

A: good story pilots and visual art

Appendix 4

6.Lindonghong Wall-‐e A: perfect 3D;great story line; and

strong brand reliability

D: characters are too cartoon

7.Huangtingwei Wall-‐E, Woody A: the image is enjoyable

8.Kongbin Sulley A: creative and meaningful

storyline.

D:

-‐Music is not good as Disney.

-‐Increasingly lose Pixar’s unique

style. (Brave, I thought it produced

by Disney as well.)

-‐The brand name of Pixar seems

much less popular than its movies.

(like Ratatouille and Monster,

Inc. , I used to thought they

belongs to Disney.)

9.Zouyuzhang Wall-e A: creative, advanced visual technology D: not well-known enough (some people have seen Pixar’s film, but they do not know what Pixar is)

10.Xiatian Wall-e, Sulley A: infinite imagination D: lack of brand independent (confuse with Disney)

5. What’s the uniqueness of Pixar?

Everything has soul and life.

Unexpectedly creative

Emphasizing details

Appendix 4

Distinctive story line

3D animation style

Special characters setting

Creative ideas

Close to life, innovative materials, reasonable and unforgettable storyline, tell stories in special ways.

Emotional story

3D technology

Issue 3： Determine core aspects of brand image 1.Who see Pixar movies?

What kind of person? (Gender, age, education…)

2. When do they see Pixar movies?

1.Jiangdu 5-18 year-old people, parents

with little children, young couple

New movies on, dating, family

meeting

2.XieLusha Students Leisure time

3.Koujialong University students Free time

4.Caiyunqi Young people (18-28) who carry

dreams Day-off time

5.Ouyangwenwen 5-‐30-‐years-‐old children,

teenagers and young adults During free time, staying with

friends or families

6.Lindonghong Students Holidays and weekends

7.Huangtingwei Students Free time

8.Kongbin 5-‐-‐-‐25 years old. Male and

female who are innovators and

loving animation.

in friends’ birthday parties,

holiday and weekends

9.Zouyuzhang Kids, teenagers and young Family time

Appendix 4

adults

10.Xiatian moviegoers Free time or when new films release

3. Where do they see Pixar movies?

4. Why do they see Pixar movies?

1.Jiangdu Cinema, home For fun

2.XieLusha Home or theater Have fun

3.Koujialong Cinema Have fun, relax

4.Caiyunqi Cinema, home, school Relax, find inspiration

5.Ouyangwenwen Movie theater or on Internet Have happy time

6.Lindonghong Dormitory, living room or

cinema For friendship and

entertainment

7.Huangtingwei Cinema, home To relax

8.Kongbin Home, amusement park, cinema Characters from their movies

are cute and lovely

9.Zouyuzhang Cinema, home Good films for spending family

time

10.Xiatian Movie theater or home Brand loyalty

B. Brand Equity (projective technique)

Project 1: Completion and Interpretation Task

Bubble Exercise

Appendix 4

Scene 1：Movie Theater 1. Jiangdu A: Hey! Come and buy the ticket for the latest movie the Monster University for half

of the price!!

B: How much?

A: 50 RMB.

B: Too expensive!

A: You can go and buy inside the cinema. It’s 100 RMB.

B: Oh, okay. We will never watch that.

C: No! I wanna watch it !!!

B: All right. Give me two. Sit next to each other.

Potential thought：Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer

2. Xielusha A: Besides mine, there is only one ticket of Monsters University left!

B: Oh, too bad! Leave it for me. I’ll treat you.

C: What’s Monsters University?

Potential thought：Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer

Appendix 4

3. Koujialong A: Look! I got the ticket of <Monster University>’s first show in China! Are you

jealous?!

B: Hope you enjoy it. We already watch the first show in America, that’s amazing.

C: And we visit the Pixar Factory after the first show. Because our tickets number

have been chosen by Pixar.

Potential thought：Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer 4. Caiyunqi A: I got the latest Pixar film ticket, finally!!!

B: Poor you, I have already seen it last week on the Internet~

C (B’s girl friend): OMG! How could you watch Pixar on the Internet?! I think I

deserve a better guy, at least he knows that 3D movies can only see in cinema or buy

Blu-ray DVDs.

Potential thought: Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer 5.Ouyangwenwen A: Only one tickets left, 100 dollars, who wants it ?

B: I want it!!! Honey, you go to see the movie, I wait for you~

C: Oh, I love you.

Potential thought: Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer

6.Lindonghong A: tickets, tickets. Only 35 RMB for 3D new movies!

B: how about watching a film?

C: well, cinema again. So boring, there are not other places to go. What’s new on

the screen?

A: monster U. a 3d animation from Pixar

C: oh, that’s stupid. A cartoon film. I want some romantic ones.


Appendix 4

7.Huangtingwei A: Hi，guys, here is the ticket of Monsters University, it is only 50% off, you want?

B: No, thanks. We won’t see this movie.

Potential thought: Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer 8.Kongbin A: HI! HAHAHAHAHA. I got the ticket of Monster University.

C: He got it. I want to watch this movie as well.

B: OKOK! I will buy tickets and go with you, don’t look at him anymore.

C: ^-‐^


9.Zouyuzhang A: Tickets, tickets, anyone want tickets? Hey man, do you want to see the new monster movie? I have discount ticket. C: Baby, that scalper has discount tickets; we can buy the tickets from him. B: Oh, I hate scalpers, we can by student tickets with 50% discount, screw him. Potential thought: Preference for watching Pixar movie Not prefer 1 2 3 4 5 prefer 10.Xiatian A: I’ve got a ticket of Monster University, the latest Pixar ‘s movie! B: Wow, pretty cool! I’m a fan of Monsters, Inc. Kiki, let’s go to see it! C: Sure! Let’s go! Potential thought: Preference for watching Pixar movie

Not prefer 1 2 3 4 5 prefer

Average of the preference for watching Pixar movie: 4(1-5).

Appendix 4

Scene 2：DVD Store

1.Jiangdu A: Xiao Hong, come to my place and watch Wall-E with me~

B: Wall-E? A Pixar product? Oh``` you know, Pixar is good, but I prefer Ghibli’s

work. I’d like to go back home, use my Kuaibo and watch Laputa again.

A: ```(You sister.)

Potential thought: Preference for purchasing Pixar DVD Not prefer 1 2 3 4 5 prefer

2. Xielusha A: Hey, here is the DVD of Monsters University. You didn’t watch it last time.

Would you like to buy it?

B: What’s Monsters University?


3. Koujialong A: Look! I just bought a blue ray DVD of <Monster University>. Do you want

to watch with me?

B: No thanks. I just spend 799.98 dollars got a world limited edition blue ray

DVD of <Monster University>. It includes a world limited edition dress, which I

already wore.


Appendix 4

4. Caiyunqi A (hold a Pixar DVD): Come with me~ baby~

B: Ok, but please do not misunderstand, I come for Pixar, not for you~

Potential thought: Preference for purchasing Pixar DVD Not prefer 1 2 3 4 5 prefer 5.Ouyangwenwen A: I finally find it!!! Thanks, I love you god!!!

B: Sorry, it’s mine.

A: I saw it first.

B: I paid it 1 minute ago.


6.Lindonghong

A: Hey, I fine an old Pixar movie DVD. I used to watch it before. I love it so much!

B: what? What is Pixar?

Potential thought: Preference for purchasing Pixar DVD Not prefer 1 2 3 4 5 prefer 7.Huangtingwei A：Why Pixar DVD only cost $1, it is dramatically cheap.

B：you know, here is in China.

Potential thought: Preference for purchasing Pixar DVD Not prefer 1 2 3 4 5 prefer 8.Kongbin A: I got a DVD of Monster University.

B: You are so lucky, it is popular so very hard to buy one.

A: ha! You can watch it with me, but you need to come to my home.

B:……… I want to tell you, there is TC version on internet. The picture quality is

bad, but I still prefer to watch movies at my home.

A: -‐-‐_-‐-‐


Appendix 4

9.Zouyuzhang A: Hey girl, do you want to see the new arrival Pixar movie? It’s HD DVD. B: How much is the rate per day? A: One Yuan. B: It is expensive; may I get a better price if I rent more DVDs? A: Okay, if you rent more than 5 DVDs, I will make it 5 Mao. Potential thought: Preference for purchasing Pixar DVD Not prefer 1 2 3 4 5 prefer 10.Xiatian A: Hello, Tennie! I just bought a DVD of UP. B: Oh, you’re out, I’ve presented it for several years. Potential thought: Preference for purchasing Pixar DVD

Not prefer 1 2 3 4 5 prefer

Average of the preference for buying Pixar DVD: 3.5 (1-5).

Project 2: Brand Comparison Study on Pixar, Disney and Ghibli

Short animation showing

Appendix 4

1.Jiangdu Disney Pixar Ghibli

Visual arts Fairytale style More reality Japanese style

Animation style Childish Creative Secluded

Value Love Break old rules Sadness

Worship goddess Others Pixar is more innovated，Disney and Ghibli are more traditional

Brand Parity No answer

2.Xielusha Disney Pixar Ghibli

Visual arts Gentle colors Distinctive

Colorful

Eye-catching

Japanese cartoon

style

Animation style Warm and fresh Creative plots Quite implicit

Value Subtle emotion

Magic Break limitation

New inspiration Youth-oriented

Others Pixar emphasized many different aspects of emotion in life, Disney is mainly about love

story, Ghibli cares both love and family.

Brand Parity Pixar and Disney looks like kind of similar in some characters’ images and all of the three

kinds presenting beautiful stories

3.Koujialong Disney Pixar Ghibli

Visual arts Traditional

“hand-‐drawn”

style

Amazing visual

art Simple,

Hand-drawn style

Appendix 4

Animation style Incredible

stories in

normal world

Normal stories

in incredible

world

Normal stories in

normal world

Value The power of

Disney (fairy

tale) style

The power of

technology and

creativity

The power daily

life stories

Others Music: Pixar does not have its own orchestra of famous composers. Disney and Ghibli

have its own orchestra and composers.

Brand Parity Pixar &Disney has some similar aspects in the style of visual arts and stories.

4.Caiyunqi Disney Pixar Ghibli

Visual arts Incredible Creative Awesome

Simple Traditional

Animation style

Unpractical Modern Supernatural

Value Fairy tale Dream Love

Mystical Force

Others No answer

Brand Parity Their films are all aesthetic, imaginative.

5.Ouyangwenwen Disney Pixar Ghibli

Appendix 4

Visual arts Soft 3D Hand-drawn Animation style Romantic Colorful

Tasty

Comfortable

Value Innovation Love Touching

memory

Others No answer

Brand Parity Pixar and Disney are similar in animation style

6. Lindonghong Disney Pixar Ghibli

Visual arts Dreamlike

3D Traditional Simple

Animation style Memorable

characters Enjoyable

images Kind

Touching Value Love

Changes

in life

Friendship

Passion

Dream

Love

Traditional value

Others The styles of Pixar and Disney are quite similar.

Brand Parity The core value of these movies are base on the human feelings

7.Huangtingwei Disney Pixar Ghibli

Visual arts Exaggerate Colorful Soft Animation style Dreamlike Warm Kind Value Love Innovated Feminism Others No answer

Appendix 4

Brand Parity No answer

8.Kongbin Disney Pixar Ghibli

Visual arts Mellow

Romantic

3D Creative

Simple Fresh

Animation style Fairy tale,

romantic love

story

Individualistic

Meaningful

Innovative

Touching

Profound core value

Value Love Innovated

Individual

heroism

Focus on young

girl’s growth

Others Pixar’s characters are usually males while Disney and Ghibli focus on female.

Brand Parity Pixar is similar to Disney.

Western movies gradually turn into oriental style.

9.Zouyuzhang Disney Pixar Ghibli

Visual arts Cartoon style 3D Fresh Simple

Animation style Fairytale Rich in imagination

Oriental style

Value Idealism Emphasize

individual

emotions

Unyieldingness

and optimism

Others Feminism

Brand Parity Pixar and Disney are influencing with each other, but they have kept their distinctiveness.

10.Xiatian Disney Pixar Ghibli

Appendix 4

Visual arts Hand-drawn 3D Hand-drawn

Animation style

Dreamlike Fairytale

Real-life Creative

Kind，focus on love and family

Value Love To infinity and beyond

Love Friendship Family

Others Compared to other two studios, Pixar movies are short of emotional music.

They have different views on female.

Brand Parity Since Disney purchased Pixar, their films are similar in style.

Documents

case study on pixar branding - WordPress.com