Disney is one of those companies that has a certain reputation to keep up. They have had their issues with how they treat employees. They try to represent the "good" side of entertainment and market the company as such. It has been my experience that a company like Disney needs its "reputation" to keep customers and keep growing. Disney has also been known to takeover companies that represent these types of values and have long term franchises. We have seen this by them using Marvel and Star Wars brands to grow their programing and appeal to customers. Why is it important for a company like Disney to associate itself with these types of franchises? How does this help its image?