Marketing brand case analysis: Disney Land

Abstract

This paper conducts a comprehensive marketing brand case analysis of Disneyland, exploring its brand concept, macro and micro environment, competitive landscape, retail environment, strategic objectives, and market comparison. The brand concept of Disneyland is centered on creating "magic" and "happiness", with a brand story that spans the origin, birth, and global expansion of the park. The macro and micro analysis covers political, economic, social, technological, environmental, and legal aspects, highlighting the supportive policies, consumer trends, technological innovations, and environmental initiatives that affect Disneyland's operations. The competitive pattern analysis identifies Disneyland's strengths, weaknesses, opportunities, and threats, while the retail environment analysis focuses on convenience, cost, customer demographics, and communication channels. The strategic objective analysis includes market segmentation, targeting, and positioning, and the market comparison analysis compares Disneyland with Universal Studios in terms of price, experience, promotional channels, and customer engagement strategies. Finally, the paper concludes with an analysis of Disneyland's comprehensive advantages and provides market advice to address challenges such as declining classic IP appeal and decreasing repeat visitor interest.