Ocean Park

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Hong Kong Institute of Vocational Education (Kwun Tong)
Department of Business Administration

Project Assignment, Semester 2, 2012/2013

Module Title: Branding-Ocean Park
Module Code: BAM 3504

Date of submission: 14 May 2013

The Contents

1. Background of the brand
2. Strengths and weaknesses of the brand
3. How to make the brand strong
4. Brand elements
5. Brand positing
6. Marketing programs
7. Brand extension
8. Future branding strategy
9. Bibliography
10. List of references

Background of the brand

Ocean Park was officially opened in January 1977, situated on the southern side of Hong Kong Island, is Hong Kong's premier educational theme park. The current park covers more than 870,000 square meters of land and features a diverse selection of world-class marine attractions, thrill rides and shows divided between three areas: Lowland, Headland and Tai Shue Wan

The Lowland features Ocean Park's latest themed-area, the Amazing Asian Animals – an educational and highly entertaining collection of exhibits bringing together some of Asia's rarest animal. A viewing pavilion of hundreds of shimmering goldfish, including some of the latest and rarest species, can be found at Goldfish Treasures. For the bird watchers, the Panda Village offers a great opportunity to spot Ocean Park's avian friends high above the trees, as well as visit some delightful Asian Small-clawed Otters. Young and old guests alike will delight in the starring attraction at the SkyFair – a helium balloon 22 metres in diameter that will raise guests 100 metres into the air. The nearby Dolphin University, which also encompasses Ocean Park's dolphin breeding centre, also offers an excellent opportunity for guests, particularly the young and the young at heart, to learn more about the hidden lives of dolphins, as well as the efforts underway to conserve these intelligent marine mammals.

The Headland is home to Ocean Park's many thrill...
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