Walt Disney Research Paper

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As of January 2016, and according to the global media company Forbes, The Walt Disney Company--to my surprise and to back-up my way of thinking--has been listed first as the world’s most powerful brand in the Brand Finance ranking (Forbes.com, The 10 most powerful brands).

The renowned company was founded in 1923 and started as a cartoon studio. Since then, the company has expanded globally and today it extends to a wide range of other businesses such as interactive media and networks, parks and resorts, movies, live shows, and an unimaginable array of merchandising.

Brand Finance, the London-based brand consultancy, mainly attributes this top position due to the recent successful addition of the Lucasfilm franchise Star Wars, as well as other brands such us ESPN, Pixar, …show more content…

Moreover, the film gave place to a variety of new products from merchandising and events to innovative games and apps. And for those old vinyl lovers, Walt Disney Records is now selling the Star Wars: The Force Awakens soundtracks in vinyl and with holograms - a nice way to touch some customers emotional points.

Disney knows well how to keep in its ways to satisfy its faithful consumers with magical moments, from the little ones to the older ones, and to stay relevant over time. Such is the case, that the company also announced in 2015 at the D23 EXPO, that they will start building a state-of-the-art Star Wars-themed land at both Disneyland and Disney World in Orlando (Erin Glover, Disney Parks blog). This new venture, which will require extensive engineering and technology, will create a substantial advantage among Disney Park and Resorts business' main competitors such as Universal Studios, Six Flags Entertainment, and Cedar Fair, to name a

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