Disney's Animated Character Brand Operation Research

In recent years,with the continuous construction and improvement of cinemas,the number of screens has expanded dramatically.Watching movies has become one of the activities of people’s daily entertainment.Box office revenues are also rising with the rise of the film market and drive the whole development of animation industry chain.The development of animation industry comes down to the fact that the design of animation characters is deeply rooted in the hearts of the people,so that there are other products derived and marketed.It was discovered through many high-grossing animated film studies of Disney,and animation film has been running through the concept of brand culture and brand promotion throughout the series of planning,production,distribution and marketing.This article takes animation character brand of Disney as an example,take brand communication as the cornerstone,and take nourishment from marketing,psychology and art.Combine the characteristics of animation industry and animation brand,elaborated each link of animation role brand communication model,explore the road of operation and development of animation character brand.to promote the animation industry restructuring and upgrading,promote creation of influential animation brands in the domestic and international market,cultivate animated characters of brand development value to provide the reference.