BEHIND DISNEY'S MAGIC: CORPORATE COMMUNICATION ANALYSIS IN THE CONSTRUCTION AND PRESERVATION OF IMAGE AND REPUTATION.

Abstract

This paper investigates how The Walt Disney Company strategically manages its corporate image and reputation through corporate communication practices that have been critical to its continued success in the entertainment industry. The research addresses several key aspects, starting with the analysis of the evolution of Disney's corporate image. Furthermore, the work delves into Disney's communication and branding strategy, evaluating how the company has excelled in storytelling, promoting positive values and creating unforgettable experiences for its audience. The study looks at specific campaigns and events that have contributed to Disney's success in building an emotional connection with stakeholders and the excellent reputation that characterizes it. The findings contribute to a deeper understanding of corporate communication's role in shaping and maintaining Disney's iconic corporate image and reputation.