Munich Personal RePEc Archive

What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities

de Burgh-Woodman, Helene and Brace-Govan, Jan (2006): What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 2, No. 1 (15. April 2007): pp. 11-29.

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Abstract

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves through a variety of methods including advertising, event sponsorship, film production and concept stores. This paper investigates the manner in which brand names are apprehended by participants, what difficulties may arise in managing brands and suggest how marketers may cultivate brand image more perceptively since the represented brand personality affects company status in or appeal to these highly discriminating subcultural groups.

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