Review the following link: http://interbrand.com/best-brands/best-global-brands/

Question

Review the following link: http://interbrand.com/best-brands/best-global-brands/2015/ranking/

•Choose a brand from this list (it must be different from one already chosen and discussed on the board. First come, first choice). •Choose at least two media discussed this week that are used by the brand.

•Describe the marketing communications strategy used by the brand in its advertising. If you were the manager in charge of this marketing communictaions strategy would you change anything?

•Finally, do the ads meet the CAN requirements -connectedness, appropriateness, and novelty?

Explanation / Answer

Specific resources and capabilities of Walt Disney are its Strengths: The values of Walt Disney & its Brand reputation, which gives it a competitive advantage over others in the market. With Strong brand reputation, Disney’s biggest competitive advantage is its values and ethics. Its diversified businesses ventures e.g. Movies or Disney theme parks (Disney land), make sure to take the same integrity and the values forward and never cross the framework already set. Walt Disney stand for toting kid’s culture and always stand for entertainment with values, which the kids as well the adults love & enjoy.

The Walt Disney Company is one of the largest multimedia company with marketing communications strategy which creates one amalgamated message ”a great wholesome family entertainment” in all of their outward communications. All online & offline advertising use assimilated marketing communications to maintain their brand image and value.

Their ads meet the CAN requirements to the core, without very less scope to change, as it being the best of the best

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