Disneyland Case Study

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Disneyland is known to be the happiest place on earth for many people. It is a place that brings many happy moments and experience for families and friends. Each year, many people buy the annual pass so that they can go multiple times and get the money worth of the pass. However, this year Disneyland made a move that caused many Disney fans to be sad and disappointed. Disneyland had decided to increase their admission for the theme parks. Their annual pass had raised up to 35% and reached up to the one thousand dollars mark. When the news spread throughout the Internet, many faithful Disney fans were upset and didn’t plan on buying the annual pass. Disneyland’s main reason to raise their admissions because of the attendance and the limited…show more content…
On the other hand, the ‘signature plus‘ pass is the unlimited access to the park which cost over one thousand dollars. When companies make certain decisions, there will be people who will like it or people who will hate it. It is impossible for companies to make a decision that will satisfies everybody. Disney fans who dislike the idea of the raise of admissions argues that it is too expensive for them to afford it. Some stated that they will still renew but will not purchase the ‘signature plus’ pass because the price is ridiculous high. Others stated that they will not purchase the annual pass at all even though they say that after visiting a few times, they will be able to get their money worth. However, though some doesn’t like the idea of raising admission, others think that it is still worth it. They stated that they will continue to purchase the annual pass. According to a Disney fan, the fact that the theme parks provide the shows, decorations, fine dining, and merchandise makes it worth the money. Overall, Disneyland increase their admissions so they can control crowd capacity and have a higher…show more content…
In lecture, we learned that the brand identity and brand awareness is and should be equal to a positive brand image. Disneyland provides a positive brand image by providing high performance, quality, and service to their customers. Even though Disneyland increased their admission fees, there are still customers who are willing to pay for their annual pass. These customers believe it is worth it because of its brand. Disney does an excellent job in their brand because everybody is aware of their brand. Without the existence of Disneyland, many will be sad and disappointed. Consumers believe that paying one thousand dollars a year can bring happiness to him or her. Disney presents their brand image as a magical childhood and provide a creative, low stress environment. As a result, Disneyland is over crowded because of its brand image, which many believe that it will bring a happy and magical world where they can be creative and stressless. The brand image allow consumers that the money spent on Disneyland because in return it provide memorable memories or experiences that he or she will not
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