The Branding of Antarctica
This report examines Antarctica New Zealand's attempt to raise public awareness of Antarctica. It focuses on marketing Antarctica as a brand- Brand-Antarctica. It found that Brand-Antarctica currently has a poor image and needs to be rebranded. Background literature on country-of-origin theory...
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| Format: | Other/Unknown Material |
| Language: | English |
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2005
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| Online Access: | http://hdl.handle.net/10092/14361 |
| Summary: | This report examines Antarctica New Zealand's attempt to raise public awareness of Antarctica. It focuses on marketing Antarctica as a brand- Brand-Antarctica. It found that Brand-Antarctica currently has a poor image and needs to be rebranded. Background literature on country-of-origin theory has been applied to the new brand theory of Lovemarks. From this application, a marketing framework has been developed on which any Brand-Antarctica marketing campaign can be based. |
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