What’s a birthday without a little magic? I just celebrated my birthday and of course because I live near Disney, my mom and I decided to celebrate at a restaurant that overlooked Magic Kingdom. The view was breathtaking, and Disney certainly has a way with making sure everything is right on brand. From their décor, to their cast members, everything is a part of the Disney brand, that is it is clean and polished. “Disney visitors perceive the intangible aspects of the Disney brand, such as brand personality, they feel more connected with the brand and tend to build a relationship with it” (Nobre Dias, DEmom, Scussel, & de Morais Watanabe, 2020). As we sat and at our dinner, I noticed everything was part of the Disney personality. The cast members were warm and welcoming, which is very much what Disney stands for. The guests were all following the social distancing markers, as well as their guiltiness to wear a mask when not eating at their table. The circumstances had changed but the people still loved everything about Disney. The Disney branding hasn’t changed at all and for me that helped give a sense of normalcy in this crazy world right now. I enjoyed my birthday more because of the lack of overcrowding in the restaurants at Disney. With less people, it became a more intimate affair, which I think can also go along with the Disney brand. Disney has always been known for their customer service and how they set the standard in their industry for safety as well. I think everything Disney has done during this pandemic time hasn’t changed what they stand for. They are still top in safety, the safety of their guests as well as their cast members, but also their guest relations are better than ever. They are more willing to accommodate someone’s request now because of the pandemic than before. It was a fantastic birthday dinner and I think Disney is able to keep their brand which making changes for the safety of others! Branding is so important for corporations and making sure a banding that works for them doesn’t change is a large part of keeping consumer loyalty. Disney has gone above and beyond to keep that loyalty and they are able to keep people coming back for more fun and magic! My birthday was truly magical because of the Disney magic!

 

 

References

Nobre Dias, G., Demo, G., Scussel, F., & de Morais Watanabe, E. A. (2020). The Magical World of Disney: building relationships with clients from the brand personality. Tourism & Management Stuidies, 16(1), 39-49. Retrieved from  https://eds-b-ebscohost-com.ezproxy.snhu.edu/eds/pdfviewer/pdfviewer? vid=1&sid=df0abd3c-ab41-467b-8f0b-416e9045632f%40sessionmgr103