Analyzing the effectiveness of branding activities in amusement parks: internship experience at Concord Group

Abstract

This internship report is based on a three-month internship program carried out at Concord Entertainment Co. Ltd., a subsidiary of Concord Group, from December 15, 2024, to March 15, 2025. The internship was undertaken as part of the Bachelor of Business Administration (BBA) program with a major in Marketing. The main objective of this internship was to gain practical experience in marketing operations, particularly focusing on branding strategies within the entertainment sector. During the internship, I was assigned to the Marketing Department and actively participated in branding and promotional activities for Concord’s two major amusement parks Fantasy Kingdom and Water Kingdom. This provided me with a comprehensive understanding of how branding functions in real-world business scenarios, especially in experience-based service industries like amusement parks. The research component of this report explores the effectiveness of branding activities at Concord’s amusement parks. The study involved qualitative interviews with the Marketing Manager and other team members, alongside direct observation and analysis of promotional materials and social media campaigns. The findings show that mascots, logos, thematic decorations, and digital media campaigns are instrumental in shaping customer perception, increasing footfall, and encouraging repeat visits. The report also presents a detailed company background, outlining the history, mission, vision, objectives, values, and key services of Concord Group. It further includes a literature review linking academic theories of branding with practical applications in the amusement and entertainment sector. Challenges faced during the internship included limited access to internal data, time constraints, coordination issues among departments, and budget limitations for campaign execution. Despite these difficulties, the internship offered valuable insights into branding practices, digital marketing, team collaboration, and customer engagement strategies. In conclusion, this internship experience has significantly enhanced my understanding of marketing operations and branding implementation. It has also bridged the gap between academic knowledge and practical application, equipping me with essential skills for a successful career in marketing and brand management.