The definition of branding according to the business dictionary is “the process involved in creating a unique name and image for a product in the consumers‘ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

Branding is a way to ensure sustainable marketing. It is promoting to an extent that a product is remembered above and beyond its uses and offerings. After reading Nicholas Tan’s Article Magical Marketing Lessons From Disney World, I agree with what he says about how Disney World uses interaction to reinforce its brand. As he says in his article, “Disneyland doesn’t just provide rides and attractions; they provide an interactive theatre experience. It is an escape into an fairy-tale world. Their ride planners are called ‘Imagineers’ and their staff are ‘Cast Members’. Disneyland doesn’t have ‘bad days’. They make every day feel special with parades, special characters and full ride service.”

Disney World is selling much more than a sevice, it is selling experiences and memories. They have developed and enhanced their marketing mix, emphasizing on each of the 4P’s specifically to such extent that their image can be hardly harmed.

http://www.rohitbhargava.com/2013/02/7-magical-marketing-lessons-from-disney-world.html

http://www.businessdictionary.com/definition/branding.html#ixzz2Q0c6qZVB