Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Ski Resort Brands Are Built Through Competencies

16.05.2008
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:
http://hsepubl.lib.hse.fi/EN/diss/

More articles from Business and Finance:

nachricht Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik

nachricht RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

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: First evidence on the source of extragalactic particles

For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.

To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...

Im Focus: Magnetic vortices: Two independent magnetic skyrmion phases discovered in a single material

For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.

Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...

Im Focus: Breaking the bond: To take part or not?

Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.

A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...

Im Focus: New 2D Spectroscopy Methods

Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.

"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....

Im Focus: Chemical reactions in the light of ultrashort X-ray pulses from free-electron lasers

Ultra-short, high-intensity X-ray flashes open the door to the foundations of chemical reactions. Free-electron lasers generate these kinds of pulses, but there is a catch: the pulses vary in duration and energy. An international research team has now presented a solution: Using a ring of 16 detectors and a circularly polarized laser beam, they can determine both factors with attosecond accuracy.

Free-electron lasers (FELs) generate extremely short and intense X-ray flashes. Researchers can use these flashes to resolve structures with diameters on the...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Leading experts in Diabetes, Metabolism and Biomedical Engineering discuss Precision Medicine

13.07.2018 | Event News

Conference on Laser Polishing – LaP: Fine Tuning for Surfaces

12.07.2018 | Event News

11th European Wood-based Panel Symposium 2018: Meeting point for the wood-based materials industry

03.07.2018 | Event News

 
Latest News

Metal too 'gummy' to cut? Draw on it with a Sharpie or glue stick, science says

19.07.2018 | Materials Sciences

NSF-supported researchers to present new results on hurricanes and other extreme events

19.07.2018 | Earth Sciences

Scientists uncover the role of a protein in production & survival of myelin-forming cells

19.07.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>