Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Ski Resort Brands Are Built Through Competencies

Teemu Moilanen will defend his marketing related doctoral dissertation, “Network Brand Management. A Study of Competencies of Ski Destination Branding in US, Australia and Finland” at the Helsinki School of Economics on Friday, April 18, 2008.

The traditions of brand philosophy lie deep in the world of marketing physical consumer products. Location branding is a new application area in brand philosophy.

In the past decade, countries, cities, and holiday resorts have tried to use brand philosophy to attract investments, travelers, and skilled labor. Although models and methods used in the branding of physical products work in that context, their application in location branding has turned out to be challenging.

A Location Brand is Made up of Several Entities

A location brand is not a brand owned by only one company or represented by just one product but rather an entity created and maintained by several independent businesses or other interested parties. A customer may believe that he is traveling to Levi for the weekend even though there is no single company called Levi. On the contrary, the service concept has been built by 150 independent businesses and other parties. When a brand is created in this manner with input coming from several different sources, it is referred to as a network brand within the context of this study. The same phenomenon can be seen, for example, in shopping centers and in airline industry alliances and their brands such as Oneworld and Star Alliance.

Moilanen looks at the competence requirements of brand leadership and management in business networks that have been formed with clear objectives. The purpose of the research is to show and model the modestly researched concept of network branding and define the competencies necessary for creating and maintaining network brands within the context of ski resorts.

The Success of a Network Brand Rests on Twelve Competencies

The study examines the top nine ski resort brands in the US, Australia, and Finland and how these brands are managed and governed. The results identify 34 qualities, which have been grouped into 12 different competencies. These competencies are said to be the corner stones for success in building a network brand in a ski resort environment. The results of the study offer information and brand development tools for representatives of the business community active in the field location marketing.

Leena Vuorenmaa | alfa
Further information:

More articles from Business and Finance:

nachricht Blockchain Set to Transform the Financial Services Market
28.09.2016 | HHL Leipzig Graduate School of Management

nachricht Paper or plastic?
08.07.2016 | University of Toronto

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Etching Microstructures with Lasers

Ultrafast lasers have introduced new possibilities in engraving ultrafine structures, and scientists are now also investigating how to use them to etch microstructures into thin glass. There are possible applications in analytics (lab on a chip) and especially in electronics and the consumer sector, where great interest has been shown.

This new method was born of a surprising phenomenon: irradiating glass in a particular way with an ultrafast laser has the effect of making the glass up to a...

Im Focus: Light-driven atomic rotations excite magnetic waves

Terahertz excitation of selected crystal vibrations leads to an effective magnetic field that drives coherent spin motion

Controlling functional properties by light is one of the grand goals in modern condensed matter physics and materials science. A new study now demonstrates how...

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

'Neighbor maps' reveal the genome's 3-D shape

27.10.2016 | Life Sciences

Gene therapy shows promise for treating Niemann-Pick disease type C1

27.10.2016 | Life Sciences

Solid progress in carbon capture

27.10.2016 | Power and Electrical Engineering

More VideoLinks >>>