Case Study : Corporate Identity, Image and  Reputation of Marvel

CASE STUDY: CORPORATE IDENTITY, IMAGE AND REPUTATION

Corporate Overview - Marvel Studios is a film and series studio which produces numerous movies and series based on iconic fictional characters such as Spider-Man, Iron man, and Captain America. Marvel Studios is a subsidiary of the Disney company. It was founded on 7th December 1993.

Brand Value - As mentioned Disney bought the rights of Marvel in 2009 for about 4 million dollars. This was after Marvel had already sold their rights to Spider-Man to Sony. But due to huge success for the studio since 2009 it is not sure where the company stands on brand value. But it is safe to say they are now worth more than 4 billion.

Corporate Image- The studio has great respect from the audience as they have bought these fictional characters to life. And even working for Marvel Studios has seemed to be beneficial for some actors such as Robert Downey Jr. He was a good actor with some great films, but due to  addiction to drugs he was prisoned. His career as an actor was looking really blurry before he was casted as Iron-Man and since then his career skyrocketed.

But even after so much love and respect from fans marvel Studios just experienced a little bump in their flawless journey. Their latest movie release “Black Widow” was released in theaters and on OTT platforms. But the lead of the movie Scarlett Johansson decided to sue Marvel for releasing the movie on OTT platform. According to the actress Marvel only mentioned theatrical release in the contract. Scarlet Johansson was not happy with the decision and decided to take legal action. This not only encouraged another actress Emma Stone to take legal actions but also made fans unhappy with how the producer of Marvel Studios reacted to the situation. The producer thought it was a betrayal where clearly it had been a fault on behalf of Marvel. 

Corporate Reputation- Marvel Studios have gradually gained more respect in the whole Hollywood. Before actors used to think twice before signing a contract with Marvel studios. Because no one wanted to ruin their career by dressing up in blue, red, white suits fighting aliens. But now each actor is looking forward to working with Marvel even for a small cameo.

They have defeated their competitors with ease and now they are on top of everything. Highest box office films, Most sold game, Most watched trailers globally. 

Marvel really increased their reputation when they started giving their female characters more solo movies and showed real life society problems in their stories. Recently Marvel showed how it feels like to be a black man in today’s society. They showed that not only holding the power of a superhero is important if you can’t respect that superhero.

Marvel also has relations with Sony because they still own the right to Spider-Man. And to have the beloved character in Marvel movies Sony and Marvel have contracts with the character. They share the profit coming from Spider-Man movies and knowing he is a huge super hero they have managed to collect billions with only two movies.

Corporate Identity- Marvel has changed their logos and intro throughout the decades and they have done it pretty well. 

Marvel itself has changed their logos a lot of times, But here we are focusing on Marvel Studios and they have changed it 3 times since 2008. But they keep changing the logo according to films. 

Outcome- I have chosen marvel studios because they have a great history which makes it easier to do a case study on them. They are a big brand in the whole world now and will achieve more milestones in the future.