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Why Is It Necessary For Disney To Build Brand Awareness In China And Other Emerging Markets?

992 words - 4 pages

Disney build brand awareness in emerging market is necessary which is the BRIC (Brazil, Russia, India, China) and other emerging markets also as these countries hold the power in terms of rapid market growth in coming future. (MylkSupport 2012) For these products are very few factors that differentiate one product from its competitors. So that, the product that maintains the highest brand awareness compared to its competitors will usually get the most sales, that’s why brand awareness is a very important way of promoting related goods and products.
In the year of 2006, only have twenty-five percent of the company's revenues came from outside the United States. As the company targets ...view middle of the document...

This is due to the fact that every country has different culture as well as not everyone can take in the original themes, settings and nature of Disney’s goods or products and services. Disney learned to find out about every individual parts of the culture to attract new customers from different country.
It is necessary for Disney to build brand awareness in China and other emerging markets such as India because it affects the customer buying behavior through many ways. (Casey Reader) Once Disney had built their own image and brand identity successfully, consumer can identify their company easily and distinguish their characteristics of theme park from other company. Besides that, consumers always think that a good brand which represented as good quality of product so that consumers buy products with that brand because of the positive associations they have developed.
Thus, brand awareness is necessary not only because it brings customers to Disney Company for first time, it also encourage consumers repeat business with Disney Company. (GKAR, 2013) This is because people like to buy the brand they trust or they can identify with. For example, a new “dining with Disney” program was quickly rolled out in Hong Kong Disneyland because of Chinese vacationers who live on the mainland often book package tours. Thus, Hong Kong Disneyland had rolled out the package tours in order to let consumers more satisfied with their services and will come back again. This is Disney Company one of the strategies used to attract new customers and build good reputation.
A brand also comes to symbolize company and it is the first impression to come into the consumer’s mind when they are ready to purchase. If a brand became popular, then people will follow the trend and feel want to try it so as to take a part in the popularity. However, a brand also can have a negative effect to business if consumers have negative associations with the brand. Generally, you can found that...

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