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Brand Loyalty

The most successful brands create strong connections with their customers by consistently delivering on a credible and meaningful promise. The Walt Disney Company is one of the world’s most trusted brands because it promises to provide high-quality entertainment and experiences—and it has kept that promise time and time again.

A brand promise represents the tangible and intangible benefits delivered by an ideal brand experience. When a brand experience is successfully designed to meet customers’ needs and build long-lasting relationships, customers become more deeply attached and create value to the organization far beyond repeat purchase behavior.

It is one thing to design an excellent brand experience—it is another to deliver it consistently. Disney Institute views the customer experience as the outward expression of an organization’s values; therefore employees must apply the brand promise to everything they do. In this way, every employee becomes a brand ambassador and steward, virtually ensuring consistent, quality delivery.

What You Will Learn:

  • Adapt time-tested Disney business insights to assess and improve your organization.
  • Identify the impact true customer loyalty has on business results and your reputation in the marketplace.
  • Develop a lasting brand promise that influences business decision-making at all levels.
  • Map the brand touch points to identify critical brand strengths, as well as opportunities to close product or service gaps.
  • Assess opportunities to extend the brand into new products and services that attract new customers and create value for existing customers.
  • Translate the brand promise into action and maintain consistent delivery of the brand experience.
  • Recognize opportunities to continue innovating the brand experience in an effort to sustain a competitive advantage.
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Who Should Attend

Disney insights and illustrations are beneficial to anyone interested in building customer relationships and a competitive advantage by applying Disney brand loyalty principles and practices.

Course Details

Harnessing the Power of Deep Attachment

While customer loyalty is based on what people do, brand loyalty is based on how people feel. In this course, you will discover how the connection between a customer and a brand evolves from transaction, to interaction, to relationship, to a total brand experience creating a deep attachment that sustains long-term business results.

Designing the Brand Experience

Designing the brand experience involves understanding brand architectures, clarifying who your customers are, and developing a promise that is clear and effective for your customers and your employees. You will discover the components of an effective brand statement and learn to recognize the brand values that make a significant contribution to the total brand experience. With an understanding of relationships with other businesses, you will be able to determine how to fill gaps in your brand experience.

Delivering the Brand Experience

A brand promise is rendered completely meaningless by a failure to invest sufficiently in its delivery. You will learn how to align people and processes for the consistent delivery, monitoring effectiveness, and managing the corporate reputation to deliver a superior brand experience across all touch points.

Innovating the Brand Experience

A significant challenge in today’s marketplace is to deliver a consistent brand experience, while continuing to reinvent and grow the brand for the next generation of customers. You will learn techniques for understanding and addressing the changing nature of customer relationships, including recovery from a brand failure, and extending your brand through a more personalized brand experience.

Course Description

Pricing & Details

Disney's Approach to Brand Loyalty may be available in either 1-Day or Multi-Day durations at the Disneyland Resort and the Walt Disney World Resort.

One-day course
Standard Pricing $1,250
Disney Institute Alumni and Guests
Non-profit employees
Military/Government employees
Disney Vacation Club members

What's Included

  • One day (8 hours) of official Disney Institute training with one facilitator. Unless otherwise noted, all Disney Institute public courses are delivered in English.
  • Comprehensive reference materials.
  • Guided field experiences throughout Disneyland® Resort or the Walt Disney World® Resort.
  • Meetings with working leaders and employees (Cast Members).
  • A participant list for future networking.
  • Both breakfast and lunch.
  • For items not included, such as accommodations, please see our Course FAQs
1-Day Course Pricing & Details

Multi-Day courses
Standard Pricing


Disney Institute Alumni and Guests
Non–profit employees
Military/Government employees
Disney Vacation Club members


Pre–paid Registration packs of 5-25+ for one organization To learn more, click here.

What's Included

  • 3½ days of official Disney Institute training with two facilitators — schedules vary by course and start as early as 2 p.m. on the first day and end as late as 5 p.m. on the final day. Please note your start and end times when you receive your course confirmation. Unless otherwise noted, all Disney Institute public courses are delivered in English.
  • Comprehensive reference materials.
  • Guided field experiences throughout Disneyland® Resort or the Walt Disney World® Resort.
  • Meetings with working leaders and employees (Cast Members).
  • A participant list for future networking.
  • A welcome dinner on the first day of your course, daily breakfast and lunch buffet each subsequent day; and refreshments.
  • Three (3) one-day, one-park, after 4pm park entries.
  • For items not included, such as accommodations, please see our Course FAQs
Multi-Day Course Pricing & Details

Now your organization can save when you pre–pay registration fees for multi-day Disney Institute professional development courses. Purchase 5 or more registrations in advance, and you can save on the non–discounted rate for any course in a multi-day duration.*

Prepaid registrations may be used for any multi-day Disney Institute professional development course held only at the Walt Disney World® Resort or Disneyland® Resort. They can be used up to 12 months from date of purchase, giving you a flexible training option that fits within the schedule and needs of your business and your employees.

For more details or to purchase, please call 321.939.4600

Pre-Paid Registration Packs
Course FAQ

Accredited by:

  • International Association for Continuing Education and Training (IACET)

  • American College of Healthcare Executives (ACHE)

  • National Association of State Boards of Accountancy (NASBA)
Get In Touch

Phone: 321.939.4600
(M-F 8:30 am – 6:00 pm ET)

Email: You can also reach us through our Contact Form.
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