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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.



Item Type: MPRA Paper -

Original Title: What-s in a Name? A Comparative Analysis of Surf and Snow Brand Personalities-

Language: English-

Keywords: subculture, brand personality, brand image, consumer behaviour-

Subjects: O - Economic Development, Innovation, Technological Change, and Growth > O1 - Economic DevelopmentM - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business AdministrationL - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism-





Autor: de Burgh-Woodman, Helene

Fuente: https://mpra.ub.uni-muenchen.de/25385/







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