COMPARISON OF TWO BRANDS: CUNARD AND DISNEY CRUISE LINES
The cruise industry has grown significantly in the past 30 years, with greater numbers of individuals enjoying various cruises, larger and more luxurious ships, and the definition of cruising itself changing during that time. Once the preferred vacation of retirees, cruising has changed its image to target younger individuals and those with families. Themed cruises are also popular, with radio stations sponsoring cruises as well as cruises that cater to specific interests of passengers. At the same time that the industry has expanded in terms of the number of passengers and the number of ships, it has also contracted in the number of companies that actually provide cruises. Competition has become intense as a few companies seek to establish brand images for the various lines that they operate in order to attract both new and repeat passengers. This research considers the branding strategy of two brands--Cunard and Disney--and the effectiveness of that strategy.
Today, Cunard is one of the many lines offered by Carnival. In addition to the Cunard and Carnival brands, Carnival also operates Princess, Holland America and Windstar, among other brands. Cunard is the luxury good in the Carnival product line, with the largest ship ever to sail, the Queen Mary 2, just introduced to the market. At this time, the Cunard brand has only three ships--the Queen Mary 2, the Queen Elizabeth 2 and the Caronia, which was formerly the Vistafjord. The Queen Victoria, slated to be the largest ship when she is completed, is set to sail in 2005 ("Our Ships" 1).
The Cunard ships are large, and do not compete directly in the traditional cruise market. Many cruises are seven days or less, focusing on the Caribbean, Alaska, or the Mexican Riviera. Cunard cruises are generally much longer. Caronia averages 14-day trips with prices starting at $32
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