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BRAND of hk disneyland

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BRAND of hk disneyland
Introduction, Brand equity P.2 Brand equity Brand image P.3 CBBE Pyramid salience,Performance and imagery dimensions P.4-5 CBBE Pyramid - judgement and feelings dimensions P.5-6 CBBE Pyramid - resonance dimensions Brand Product Matrix P.6 7Ps P.7-9 Concusion P.9 Reference List P.10 Introduction Hong Kong Disneyland had been run 8 years from 2005 to now. Its different from other Disneyland, because Hong Kong Disneyland is founded by the corporate of Hong Kong government and Walt Disney Company, Hong Kong government own 52 and Walt Disney own 48 stocks. According to their website (Hong Kong Disneyland), vision of Hong Kong Disneyland is to be the main resort destination in Asia, to bring the magical memories to the guest. Thus, there mission is delivers a world-class experience through creativity, build the happiness feeling reside on the guests mind. They target all ages guest especially the kids with there parent. So, Im going to analyze this brand, to found out how and is or isnt it met their mission and vision. Brand development decisions After analyze their Annual Business Review 2013 (ABR2013), I found that there net profit in 2013 is the double of 2012, about 242 millions. In the past, Disneyland is always lost money from 2005 to 2011. (SCMP) According to the brand strategy model (Riezebos, 2003), Hong Kong Disneyland is using the Winning strategy and Added Value strategy to growth there profit and brand equity. Brand Equity of Hong Kong Disneyland Walt Disney is an already well know world-class corporate, Disneyland is one of there business. Presumably, Hong Kong every one and many foreign knows that who is Disneyland and what about Disneyland. It had reflected that they have strong brand recognition of their brand. They had used the free Disneyland umbrella gift to
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