If you have ever stepped into DisneyWorld, you will notice and be “swarmed” with a myraid of Disney branded stuffs! One of the most obvious marketing techniques that Disney uses is their all pervasive merchandising and branding.  They have Disney everything!  From bags, to clothes, to spoons, to water bottles, you name it.  They have so much merchandise and it’s all totally integrated with everything else they do.  They have rides related to their movies and they sell everything related to that movie right outside the ride.  They get you in the mood, then ask you to buy!

Disney uses each interaction to reinforce the brand. For example, imagine the traumatic experience of parents being separated from their child in the Park. The “lost parents” area at Disneyland reminds us that: a. the kids are in charge, b. everyone is safe, c. even a terrifying event can be turned into fun.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.

So what is the importance of Brand? To me, Disney = Childhood = Happiness. Thus, the Disney brand is something I would look forward to if I am feeling down. It has become so embedded into me that whenever I look at some Disney character, it brings back sweet childhood memories. This is Disney’s brand; it has been so deeply etched in me for the past 20 odd years. Even if Disney were to be involved in some kind of corporate scandal, their brand image would not be easily affected.

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