What's in a name? A comparative analysis of surf and snow brand personalities

Hélène de Burgh-Woodman, Jan Brace-Govan

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)11-30
Number of pages20
JournalTourismos
Volume2
Issue number1
Publication statusPublished - Mar 2007
Externally publishedYes

Keywords

  • Brand image
  • Brand personality
  • Consumer behaviour
  • Subculture

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