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Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship
Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship
Honors Theses
The Walt Disney Company has an estimated brand value of $61.3 billion and a brand revenue of $38.7 billion according to Forbes’ 2020 World’s Most Valuable Brands (Swant, n.d.). As number seven in the world’s most valuable brands and the only leisure brand in the top fifty, the Disney brand is often used as a business model and inspiration for many companies (Swant, n.d.). Its success can be attributable to the high degree of brand loyalty they create among their customers. Among its approximately 157 million visitors who visited Disney Parks globally, there was a 70% return rate of first-time …