Branding Strategies - Brand book for Disney interactive

I took a branding class - Branding Strategies by Terry Lee Stone this summer.

Branding plays such an important role in this era. No matter how great the product/ service is, without a thoughtful branding strategy, the shine of it will be buried in this humongous market. However, as a product design student, branding is not a subject that we often discuss in our studio. It's a great experience for me to understand the meaning and value of branding in a deeper level. 

The first assignment is a 5-weeks personal project: creating a Brand Book for one of Forbes Magazine’s Top 15 Most Important Global Brands. Studying the brand, define the current challenge, and propose three strategies to solve the problem.  

The brand I studied is Disney Interactive, and I would like to share my work below.