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

Helene de Burgh-Woodman and Jan Brace-Govan

MPRA Paper from University Library of Munich, Germany

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.

Keywords: subculture; brand personality; brand image; consumer behaviour (search for similar items in EconPapers)
JEL-codes: L83 M1 O1 (search for similar items in EconPapers)
Date: 2006-09-06, Revised 2006-12-28
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Published in TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism 1.2(2007): pp. 11-29

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:25385

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