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
Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik
RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung
Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.
Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...
Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.
Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...
Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.
In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...
On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.
When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure
Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...
09.11.2018 | Event News
06.11.2018 | Event News
23.10.2018 | Event News
16.11.2018 | Physics and Astronomy
16.11.2018 | Physics and Astronomy
16.11.2018 | Life Sciences