Brand Management of Disney Land

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garden available to spa customers, with loungers, tables and chairs for in house spa customer, after the treatment, they can even choose to dine out there with a Mickey Mouse Spa Menu which offers sessional Foods, and cross over with cartoons. For example: Light snacks, sandwich, fruit juice which is fresh, balanced and consciously prepared food.

Ladies Dress Up Room

Provide a place for every lady to become beautiful princesses. There is “Princesses Moment” Package, it includes hair decoration, nails coloring and a make-up class, elegant princess’s dress and shoes. To realize the dream of kids to transform themselves into princesses.

3.3 Features and Benefits

Staff Uniform should be standardized with a black and soft material. Disney-related music will be adopted to be background music. App Services would show customers updated events and foods and beverage, such as iPad Menu shows treatment details and pictures.

Spa Menu provides 50 different treatments, including Sea Glow, Wonderful Ocean’s Gift, etc. It includes body massage, facial, scrubs and wraps, focus on bringing peace and relaxation on body, mind and spirit. Moreover, special packages are available for Brides and Grooms, Mum Series and teenagers to serve their own specific needs. After the treatment, they will be served with a cup of hot Jasmine tea or spa snacks.

Figure 2: The example for Spa Menu of Disney Spa

3.4 The Aim and Objectives

Aim: become a leader of the spa in the world, create memories to people.

Objectives: 1) Offer a wonderful treatment for customers by spa expert and professional spa technique

2) Create fantastic feelings to customer during their Disney trip

3) Meet sales target of $30,000 in the first 6 months of operation

3.5 Brand Element of Spaneyland

Brand Name

It is very significant that it can carry with them powerful customer feelings and perceptions that can go well beyond brand-identifiers. And the brand name reflects the brand’s values and the customers will remember. Spaneyland, this name is easy to remember, and catchy and recall. It is combination and new words with “Spa” and “Disneyland”. Many people recognize Disney brand. It does not have negative meanings in different languages.

Logo

“Spaneyland” uses Bradley Hand style word text and utilizes gradually change color from bright grey to white color with amazing natural background. Background would use the maple leaves with green on the water droplets, it conducts the shape of beautiful flower and natural feelings. Moreover, Spaneyland’s “A” would use flower with purple color, besides people can see a human icon implicated inside the picture and instead of A which means people can enjoy spa in their life.

Tagline

“Spa Joy” -Bring the magic life of spa to people and maximize the guest’s expectation. “Spa Joy” creates a pleasurable moment to every customer.

“Purify your body” - It is a new beginning to start your journey to optimal wellness. To relax your body as the tension disappears from head to toe while customers enjoy the natural treatment.

4. Identification and Rationale for Selected Target Market

Disney Spa’s potential market segment includes 2 section groups, traveler guests, and local guests. It also divides into family, couple, bride and groom, spa-goers and kids. Family- typically Disney creates “Fun” and “pleasurable” place for customers. Disney Spa is not only targeting adult, but also their family.

3-12 Years Old Kids- typically (Nails cartoon treatment, suitable for kids, facial make up, princess dress up)

Bride and Groom/Young Couples- typically for their special occasion (Romantic atmosphere, decoration, unique amenities for customers, anniversary)

Spa Goers- typically (Expertise treatment and facilities), are willing to pay for, attract join for Disney member to be loyal customer

Disney Annual Pass Members- attract these members to visit Disney, and join Disney Spa member as well, to increase revenue of Disney.

Spaneyland is a global brand and it will be located at between Disney Hotel & Resort and Disneyland. People can have relaxation from Disney while they are getting tired, such as keep waiting for a long queue or standing here to see parade show.

4.2 The Proposed of Positioning of Spaneyland

We position ourselves as a high quality service and unique spa brand.

The following figure is perceptual map of Spaneyland and compare with its competitors, such as Mandara Spa, Massage Envy and Red Door Spa.

Figure:

5. Building Brand Equity for Spa Disney

Keller’s Brand Equity Pyramid is defined to use for building brand equity of Disney Spa (Keller, 2015). This model can help answer two significant questions, “What makes a brand strong?” and “How to build up a strong brand?” We should understand the customers’ needs and wants as well as satisfy them.

The following figure is CBBE Pyramid Model that shows our expectation of Disney Spa in the future.

Figure:

According to CBBE Model, Disney Spa should build a high awareness and dependable brand in customer’s mind. Moreover, customers will perceive Spaneyland as a professional expertise with elegant service. We also expect customers who visit with us feel comfortable and relaxed with our spa facilities. Disney Spa provides service exceed customers ‘expectation performance through providing high quality reliability service, wonderful