1. 1. How would you characterize Disney’s California Adventure’s brand image and sources of brand equity?
2. What are the strengths and weaknesses of the brand’s existing personality and image?

Strengths (Arellano, Felder, Watt, and O’Rourke)

• It is easy to attract customers because of an existing loyalty to the brand (5). Based on the success of its films, Disney found success upon introducing its theme parks.
• The brand is associated with fun and excitement, which attracts millions to its theme parks globally (6).
• The brand gives it an edge over competitors with a 50% market share (7).

Weaknesses

• Disney’s diversification in theme parks is restricted to child-like themes (5). Any deviation results in failure as noted in the Disney’s California Adventure park
• Brand equity is at stake should the Disney California Adventure tarnish the brand image of Disney.

1. How does California Adventure compare to the other Disney brand extensions?The California Adventure shares similarities with the other parks. Firstly, the price of the tickets. The park charges the same rate for tickets as its sister theme park, Disneyland. Equally, the park is set on a large piece of land. At 55 acres, the park rests on many acres, just like other parks. Conversely, the park has a more grown-up appeal. Created to suit parents, there are fewer rides, more restaurants and shops, and alcohol (4). Off-the-shelf rides and fewer Disney characters differentiate it from other brand extensions.
2. Has California Adventure positively or negatively impacted the other brand extensions? California Adventure has insignificantly negatively affected other brand extensions. The negative reviews were uncommon for Disney, tarnishing the reputation of its theme parks as a destination location (4). The adult approach did not resonate with the public, which associated Disney with cartoons and activities for children.Despite the backlash, Disney still found success in other endeavors like introducing new cartoon characters for children (7). Moreover, it acquired Pixar and other media platforms like Disney/ABC television group, Disney Cruise Line, Disney interactive media group, and Disney Consumer products (7). While the California Adventure Park negatively impacted the brand, it was not enough to deter Disney’s success.
3. Where did Disney go wrong?Disney went wrong by creating a theme park that contradicted the conventional standards of all its theme parks. Unlike other parks that catered to children, Disney designed the California Adventure Park for adults. Correspondingly, the sites in the park were anti-Disney. The park has vineyards, beach boardwalk, alcoholic drinks, and a Wolfgang Puck restaurant (4). The park also had shorter queues and off the shelf rides, which was unlike other parks. Unfortunately, these amenities did not appeal to the target market. Parents were not amused by the ride prices, which they found exorbitant. Further, the park did not have the ‘Disney feel,’ and clients missed the rides and the cartoon characters. Changing its park model was counterproductive to Disney as the public had associated the brand with fun and childhood memories. Although meant for parents, it is unlikely that this populous would leave their children behind when visiting the parks. The park not only dissatisfy the parents, but it is probable that the children, who mostly accompanied the adults, were not amused either.
4. Based on your knowledge of brand extensions, what could it have done differently?

Disney should have done a few things differently to safeguard its brand. The park should have incorporated the same design as the other theme parks. In this case, the rides, the sites, and the characters should have been included. To appease the adults, the park should retain the vineyards and alcohol (4). Comparatively, Disney should have introduced new characters exclusive to the theme park. These characters should appease children and adults. With unique characters, the park would attract more visitors as people would want to know more about them. Films and cartoon series should be created to explain their existence, accompanied by merchandise like toys and shirts to popularize these exclusive characters. The characters, coupled with the already existing amenities, California Adventure Park, would have drawn in a higher number of customers. Disney should have introduced exclusive characters and incorporated the amenities found in its other parks.

4. Was Iger’s reinvestment successful? What is the status of Disney’s California Adventure today? Please find at least 1 current article that describes California Adventure’s status today. Disney incorporated new characters and themes in the Adventure Park. The park introduced a parking structure that would contain 6,500 spaces (Malloy). Further, the park replaced its Bugs land with a Marvel theme, which is to be completed by 2020. Correspondingly, Marvel characters like Captain America, Stark, Black Widow, Thor, and Loki, in addition to the Guardians of the Galaxy cast would be included. The Super Hero Universe will entail mission ‘Breakout,’ in which the Marvel characters will perform. The changes are set to delight the massive Marvel customer base.

Works Cited

Arellano, Freddie, Mark Felder, Michael Watt, and James O’Rourke. The Walt Disney Company: Disney’s California Adventure. Sage Business Cases: University of Norte Dame, 2011.

Malloy, Betsy. New Disneyland Rides for 2019: New Rides at Disneyland and California Adventure. Trip Savvy, 2019. Retrieved from https://www.tripsavvy.com/new-disneyland-rides-1477804

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