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| Author: | Flagestad, A. Hope, C. A. |
| Title: | "Scandinavian Winter"; antecedents, concepts and empirical observations underlying a destination umbrella branding model |
| Journal: | Tourism review
2001 : VOL. 56:1-2, p. 5-12 |
| Index terms: | Tourism Tourist industry Sports industry Brands Scandinavia |
| Freeterms: | Ski tourism |
| Language: | eng |
| Abstract: | This paper present some aspects of branding the Scandinavian snow tourism product. The authors argue that the Scandinavian suppliers to the non-Nordic market need a stronger image and more distinct differentiation, and that a Scandinavian umbrella brand might be helpful to servethe purpose of increasing the combined market share of Scandinavian suppliers in non-Nordic markets. The conceptual and managerial complexity of branding a product associated with three different countries is noted. |
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