Exploring the brand image of Shenzhen Happy Valley and Chimelong Paradise

Abstract

Adopting Aaker’s(1996) framework, this study explored the effect of Micro-blogging marketing in brand image, with the cases of two popular theme parks in Guangdong province, namely Shenzhen Happy Valley and Chimelong Paradise. Brand image is an overall perception about the brand or the product from customer’s perspective. Most scholars and pioneers in marketing consider the success of certain product or service relies more on the brand image, rather than the physical characteristics or specific functions (Aaker, 1991). Brand identity is the one way to achieve company’s expectation, on the basis of which, the brand image could be built. This study applied the brand assessment model, and revealed the brand images of these two theme parks on the basis of brand identity model. Results of analysis indicated that both theme parks’ promotion messages emphasized their brand images. However, Happy Valley’s public relations efforts were more successful than Chimelong Paradise in transferring projected brand image to its Micro-blogging fans.

Keywords: Brand image, Brand identity, Theme park, Micro-blogging