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

Author

Listed:
  • de Burgh-Woodman, Helene
  • Brace-Govan, Jan

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.

Suggested Citation

  • de Burgh-Woodman, Helene & Brace-Govan, Jan, 2006. "What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities," MPRA Paper 25385, University Library of Munich, Germany, revised 28 Dec 2006.
  • Handle: RePEc:pra:mprapa:25385
    as

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    File URL: https://mpra.ub.uni-muenchen.de/25385/1/MPRA_paper_25385.pdf
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    References listed on IDEAS

    as
    1. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Oxford University Press, vol. 13(1), pages 71-84, June.
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    5. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    6. Brumbaugh, Anne M, 2002. "Source and Nonsource Cues in Advertising and Their Effects on the Activation of Cultural and Subcultural Knowledge on the Route to Persuasion," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 258-269, September.
    7. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
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    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    subculture; brand personality; brand image; consumer behaviour;

    JEL classification:

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

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