Branding Techniques of Walt Disney World Resort (Research Paper Sample)

-91440032766000024193508381365Branding TechniquesWalt Disney World Resort
Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc67250775 \h 1Insight of the company PAGEREF _Toc67250776 \h 2Concepts and models PAGEREF _Toc67250777 \h 2Brand loyalty Model PAGEREF _Toc67250778 \h 3Brand Identity PAGEREF _Toc67250779 \h 3Branding Strategies PAGEREF _Toc67250780 \h 4The Apostle model of Disney resort PAGEREF _Toc67250781 \h 6Brand loyalty pyramid PAGEREF _Toc67250782 \h 7Brand positioning PAGEREF _Toc67250783 \h 8Strategic Planning PAGEREF _Toc67250784 \h 8Marketing Mix PAGEREF _Toc67250785 \h 9Brand Differentiation PAGEREF _Toc67250786 \h 9Branding techniques and CRM PAGEREF _Toc67250787 \h 9Internal response PAGEREF _Toc67250788 \h 10Behavioral response PAGEREF _Toc67250789 \h 10Customer behavior PAGEREF _Toc67250790 \h 11Conclusion/ Recommendations PAGEREF _Toc67250791 \h 11References PAGEREF _Toc67250792 \h 12
Branding techniques of Walt Disney World Resort
Introduction
The Walt Disney park and Resort is the biggest amusement park company in the united states, and world resort parks regionally and globally. It is generating revenue of around $15 billion and a major contribution to the US economy (Disney Resort, 2015). Disney provides consistency and eases to their potential customers for finding resources. They accommodate the guests with food, themed rooms, medical stations, and other features to attract the customers. Walt Disney believes in values, morals, and creative goals. They work for excellence and creativity rather than making profits. Their focus is more towards providing customer experience for creating wow moments. (Disney Resort, 2015)
Insight of the company
Walt Disney uses branding techniques in such a way that combines relevant resources such as brand positioning, human resources, training, and development to maintain a positive brand image of the company. The most successful brand image-building technique of Walt Disney is its vacation plan packages which are known globally. To maintain the perfect brand image management closely observes employee activities for customers. Employees and management represent the Walt Disney resort image; thus, they are trained to maintain positive behavior in Infront of the guests as a careless presence can ruin the sales. They're trained to deal with any situation in a proper manner. (Daley, 2018)
Concepts and models
Maintaining a successful brand image is equally important for the company as providing products and services. Thus, brand techniques are used to capture the customer's attention, which adds value to the company by providing the needs of the customers. The customer service model analyzes the relation between the behavior of the company and the quality services provided. Customers become loyal to the company and visit more often if they get satisfied with the services availed. Walt Disney resort customer services are placed in a superior position which gives favorable behavioral intentions of the customers and they become loyal to the brand/company as the researches indicate that their revenue is increasing and they're spending or investing more in the company's growth. (Smith and Puczkó, 2016)
Brand loyalty Model
To get successful in branding, the company must understand the needs of the customers by providing value and making the brand recognizable to connect with them. Companies provide loyalty programs that are very common in the tourism industry such as complimentary food and drinks to the guests. Deals, packages, and discounts are also included in loyalty programs or partnerships with credit card companies. Brand loyalty also increases when customers get services that they cannot find anywhere else. Walt Disney resort has maintained the company's standards in such a manner that it resulted in customer loyalty. (Lesser, 2020)
Brand Identity
A successful company has a well-presented brand identity results in high profit and growth. Brands can also be identified based on the elements such as logo, symbol, or slogan. Disney resort has a youthful and family-oriented brand identity. Brand image is reflected by its tagline "The happiest place on earth”. (Lesser, 2020) It clearly shows that the brand is not only about their benefits but for people. Their brand strategies show the relation with customers and how they connect with people emotionally. The following figure represents the brand identity elements of Walt Disney resort:
(Figure no 1, Lesser, 2020)
Branding Strategies
A Magical vacation
The Walt Disney resort offers magical gatherings for friends, families, and traveling groups to share the experience. It includes rides, entertainment, fun activities, and dining options available that cater to a large group of customers. This feature is available on their website to follow the plan and guidance. (Sehlinger and Testa, 2016)
Deals and packages
Walt Disney resort focus on providing vacation packages, and discounts. Tickets and prices of vacation deals are mentioned on the website separately with pictures and descriptions to make reservations. It makes customers excited about the fun and quality service to visit and enjoy the deals. (Sehlinger and Testa, 2016)
Content Marketing
4145915516255Figure no 2: (Dias et al., 2020)4000020000Figure no 2: (Dias et al., 2020)2731135292735Disney world provides exciting content on websites and pages to build excitement. The website shows pictures and descriptions of the dining area, special occasions, themed rooms, entertainment activities, etc. They also deliver 15 pages information book of the Disney guide for hotel reservations. Their marketing techniques are amazing. They make sure that their brand image is in the minds of customers by continuous promotions. They engage customers in branding activities that make customers visit again and again. (Dias et al., 2020)
The Apostle model of Disney resort
123825103505Figure no 3, Sehlinger and Testa, 2016020000Figure no 3, Sehlinger and Testa, 201618097548577500
* The Apostel: Customers are highly satisfied.
* The Loyalist: Customers are satisfied and tell others about the brand also.
* The Defector: Customers are dissatisfied and don't contribute in word of mouth.
* The Terrorist: A dissatisfied customer who spread negative remarks.
* The Mercenary: Satisfied customer but wants better deals.
* The Hostage: Nor satisfied neither dissatisfied.
This model helps to identify the ranking of customers from a scale of high to low of customer satisfaction and loyalty. There are four types of customer relations such as hostages, loyalists, defectors, and mercenaries. Disney resort's goals are to make customers more loyalists and mercenaries and remove defectors and hostages.
Brand loyalty pyramid
(figure no 4, Sehlinger and Testa, 2016)
1 Salience
Everyone is aware of the Disney brand despite country, culture, and age. Disney world has established brand awareness globally. Salience is developed from a very young age which gets stronger over time, it's a strong base to structure the brand loyalty pyramid.
2 Performance
The Disney world offers high-quality entertainment so that customers expect entertainment and get excited. They have a consistent brand performance, as they fulfill the customer's expectations more than they thought and it builds trust. (Sehlinger and Testa, 2016)
3 Image
Disney's brand image is presented in the customer's mind as a youthful and fantasy experience. It is associated with brand promotions and advertisements.
4 Judgment
The majority of the customers have a favorable opinion about the brand as they offer high-quality service. Disney is considered to be a leader in the entertainment industry concerning brand establishment. (Dias et al., 2020)
5 Feelings
Disney is associated with joy, social and fun experience that creates a deep and emotional connection with the brand which indicates positive emotions.
6 Resonance
As it began with salience which leads to building brand resonance. Customers perceive that they have a positive and emotional relationship with the brand because they strongly connect with the brand. (Dias et al., 2020)
Brand positioning
* Strategic Planning
The Walt Disney resort aims to get sales by depending on the consumer's decision rather than just making a profit. The driving force of the company is its themed resort. Their strategic planning is based on Imagineering by designing the entire resort in such a way that feels real and majestic. They implement new and fun ideas to attract customers. By doing that they gain market position and competitive advantage. Disney has maintained a strong brand image in the entertainment industry.
* Marketing Mix
It is referred to as basic 4p's that includes product, place, price, promotion. It is planned to maintain mutual satisfaction by targeting the right market. The Walt Disney resort has placed the marketing mix strategy perfectly.
Product: World-class Hotel and dining experience with lots of entertaining activities.
Place: Walt Disney Resorts are more than 30+ located regionally and worldwide.
Price: Market-oriented and value-based pricing strategy is used by Disney world.
Promotion: Continuous promotion through advertising, social media channels, and website.
* Brand Differentiation
Marketers believe that to make the brand unique and for positioning the brand differentiat...