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
How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung
Demographic change depresses tax revenues
04.11.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.
Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
09.12.2016 | Life Sciences
09.12.2016 | Ecology, The Environment and Conservation
09.12.2016 | Health and Medicine