Disney positions its brand as “a magical world where your dreams come true.” In its brand positioning, what goal does Disney achieve?

By mentioning to be "a magical world where your dreams come true", Disney seeks to position its brand by appealing to the illusion of its youngest consumers, who believe and enjoy that magical world as they consider it to be real. In turn, it also targets a more adult audience, the parents of those children and even young adults who remember their childhood, and seek through Disney to return to that magical world far from the problems of daily life.  Thus, through empathy and the generation of nostalgia, Disney captures a market that is receptive to its products due to the sentimentality they imply.

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