Walt Disney World Integrative Paper
Looking at some of the powerhouse of brands, I wanted choose a local brand that played a big impact in my region in terms of tourism. I decided to go with Walt Disney World as the brand of choice for this paper. Walt Disney World (WDW) was created by the late Walt Disney who had a vision that he wanted to create a place where families could have a magical experience while feeling safe.1More than an average amusement park, he envisioned a place where the Disney characters would come to life. The theme park was built in Orlando, FL and opened its doors to the public October 1st, 1971.1 I will be interviewing three participants, Chris Martin, Delia Bennett, and Brian Agnew to get a better understanding of their attitude, feelings and motivation towards this brand. My goal is to particularly understand branding as the process of differentiating parity or commodity-like products; how it applies to Maslow’s Hierarchy of Human needs, brand essence or core identity, and my knowledge of how well the brand’s marketing communication is integrated in the marketplace creating a strong brand image and brand equity.
After interviewing the three participants it was clear to me that WDW did a good job in differentiating brand parity with its competitors. Delia mentioned that WDW is different from the average amusement parks. She felt that they pay meticulous attention when they theme the rides and the parks. She also mentioned that Disney reminds her of a “happy place” where she can remember some wonderful childhood memories. Chris just recently had the opportunity to enjoy the theme park through his children’s eyes. He mentioned that the joy he received when his children met the Disney characters and rode all the magical rides was very unique. He also appreciated the creativity that Disney displays all throughout the theme park. He felt every ride has some story that is interconnected somehow to each other and the overall story of the...