The Impact of Brand Image and Identity on Customer Loyalty: Case Wizarding World

Abstract

The thesis aimed to determine the identity and image of the Wizarding World film brand and how the relationship of these elements affects customer loyalty. The study was conducted using a qualitative method. Four research questions were posed to determine the brand identity, image, role in building an emotional connection with customers, and impact on customer loyalty. Two sets of interviews consisting of theoretically formulated questions were conducted to determine brand identity and image. Five people, regular and recent Wizarding World film brand consumers, participated in the interviews. The results of the interviews formed the basis for the formulation of the current brand image and identity. The identity and brand image of the Wizarding World helped to determine how these elements influence brand loyalty and keep consumers coming back to the brand again. Moreover, the interviews helped to validate the findings on brand loyalty. The Wizarding World brand identity left a positive impression on consumers, associating the brand with the Harry Potter films and satisfying its consumers with the products and experiences provided. There was still a slight difference between the identity and the image. However, the consumers expressed a clear desire to return to the brand again, thereby showing loyalty.