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Brand Analysis and Implications for Theme Park Reopening

Brand Equity Definition and Importance $($Slide $1)$

Brand equity refers to the value premium that a company generates from a product with a recognizable name compared to a generic equivalent. $($Tech Rexa, $2023)$ For our theme park, brand equity represents the commercial value derived from consumer perception of our brand name rather than just the product itself.

Brand equity is crucial for our organization because:

It creates customer loyalty and repeats business

It allows premium pricing

It provides resilience during crises

It facilitates expansion opportunities

It represents a significant percentage of our business$$ value.

Positive Brand Equity $($Slide $2)$

Safety concerns addressed and communicated:

Showing the extent of their safety protocols can earn back trust.

Honesty In communication about safety changes demonstrates accountability.

Third$-$party safety certifications can help reassure others that we share them.

Community and local government support:

Local government endorsement signals regulatory compliance

Community support indicates social license to operate

Partnerships with local health authorities enhance credibility

Employee support for reopening:

Engaged employees become brand ambassadors

Staff confidence in safety measures translates to guest confidence

Employee testimonials can authenticate our safety claims

Negative Implications for Brand Equity $($Slide $3)$

Social media adverse reactions:

Viral harmful content can rapidly damage the reputation

Misinformation may spread faster than official communications

Public scrutiny will be heightened following a safety incident

Employee negative concerns:

Staff hesitancy could undermine guest confidence

Internal dissent might leak to the media

Staffing shortages could affect service quality

Operational safety concerns:

Any post$-$reopening incidents would be catastrophic for trust

Inconsistent implementation of safety measures across parks

Balancing safety with guest experience may create friction

Stakeholder Analysis and Communication Needs $($Slides $4-8)$

Employees Slide $4$

Interests:

Job security and safety

Clear protocols and training

Support during transition

Being valued and heard

Communication needs: Slide $5$

Detailed safety training and protocols

Regular updates through multiple channels

Two$-$way communication mechanisms

Recognition of concerns and contributions

Customers Slide $6$

Interests:

Personal safety assurance

Value for money

Enjoyable experience despite restrictions

Transparency about changes

Communication needs: slide $7$

Clear pre$-$visit information

Visual safety cues throughout parks

Responsive customer service

Regular updates on evolving protocols

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