Section B Case Study (50 marks) Answer all questions.

Type your answer in WORD or NOTEPAD with clear numbering. Ocean Park Ocean Park was Hong Kongs first theme park that was up to global standards. Opened in 1977, it is considered a symbol of the takeoff of the citys economy. The brand brought a lot of good memory to Hong Kong people as well as international tourists. It combines fun, education and conversation, from a world-class aquarium and lovely giant pandas to polar expeditions and exciting thrill rides. Recently, Ocean Park has proposed to transform into a free resort and leisure destination in the next two to three years. The park will be introducing new entertainment, wellness and adventure zones in addition to an all-weather water park, charging for amusement rides and in-park transportation including the cable car and express train, plus exhibitions. Adapted from: Ko, T. (2020, January 17).

Why ocean park must rethink its market positioning and strategy ejinsight. Lam, D. (2021, January 19). Ocean park set to turn into a free-entry resort and leisure destination. www.discoverhongkong.com Brand logo of Ocean Park Brand characters of Ocean Park Based on the above information, answer ALL questions.

(a) Among all the brand elements of Ocean Park, which element is the most difficult to change? Explain your answer. (5 marks) (b) Compare the roles of the slogan (Connect people with nature) and character (Whiskers & Friends) in enhancing the brand equity of the Ocean Parks brand. (10 marks) (c) The plan of transforming the Park into an entertainment, wellness and adventure zones will take place over the next seven years. Suggest TWO ways that Ocean Park can create brand knowledge of this new development. Justify your answer with relevant theories. (20 marks) (d) Describe the importance of brand resonance as an important stage in