New Zealand, 100% Pure. The creation of a powerful niche destination brand

Morgan, Nigel; Pritchard, Annette; Piggott, Rachel

doi:10.1057/palgrave.bm.2540082

Cited by 325 publications

(204 citation statements)

References 17 publications

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“…Within this frame, destination marketing is concerned with the design of the place mix (Kotler et al 1993;Buhalis 2000), that is, the selection and development of particular place attributes and the creation and positioning of the destination as a strong brand (Morgan et al 2002). The main resources for the development of a competitive destination brand are the physiography, culture and history of the destination (Crouch and Ritchie, 1999).…”

Section: Places As Productsmentioning

confidence: 99%

Place‐product or place narrative(s)? Perspectives in the Marketing of Tourism Destinations

Lichrou

O’Malley

Patterson

2008

Journal of Strategic Marketing

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Section: Places As Productsmentioning

confidence: 99%

Place‐product or place narrative(s)? Perspectives in the Marketing of Tourism Destinations

Lichrou

O’Malley

Patterson

2008

Journal of Strategic Marketing

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“…The national identity of the Maori, recognised and respected through Treaty of Waitangi of 1840, plays a key role in New Zealand's very successful New Zealand 100% Pure campaign (Morgan, Pritchard and Piggott, 2002). The success of its sportspeople, such as the All Blacks rugby team, and the prominent place of the Maori people and their culture in contemporary New Zealand society have worked to add leverage to the campaign.…”

Section: Indigenous Identity As Nation Tourism Brandmentioning

confidence: 99%

Indigenous Identity in the Nation Brand: Tension and Inconsistency in a Nation's Tourism Advertising Campaigns

Pomering

2013

Corp Reputation Rev

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The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding purposes, and comments on the pitfalls of inconsistency in brand positioning, drawing on available tourism data to support the discussion. The study contributes by examining nation brand from a marketing communications perspective where exaggerated identity claims are argued to undermine perceived brand image. The use of secondary tourist arrival data to support our thesis is a limitation of the study and must be seen in the phenomenological light of the overall discussion. We conclude with suggestions for further research. Indigenous Identity in the Nation Brand Tension and Inconsistency in a Nation's Tourism Advertising Campaigns AbstractThe purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared to proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding purposes, and comments on the pitfalls of inconsistency in brand positioning, drawing on available tourism data to support the discussion. The study contributes by examining nation brand from a marketing communications perspective where exaggerated identity claims are argued to undermine perceived brand image. The use of secondary tourist arrival data to support our thesis is a limitation of the study and must be seen in the phenomenological light of the overall discussion. We conclude with suggestions for further research.

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“…For Kotler and Armstrong (2001), there are three levels: the core product, the actual product, and the augmented product. These are levels that increasingly distinguish a product from competitors in the market place; in short, the brand is a series of values that are over and above generic or core products in the market place (Meenaghan 1995;Kotler and Armstrong 2001: 294;De Chernatony and McDonald 2002;Morgan, Pritchard, and Piggott 2002;Palazzo and Basu 2007). Bagozzi (1975) argues that ''people buy things not for what they do, but for also for what they mean.''…”

Section: Brandingmentioning

confidence: 99%

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

Dean

Croft

Pich

2014

Journal of Political Marketing

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New Zealand, 100% Pure. The creation of a powerful niche destination brand

Cited by 325 publications

References 17 publications

Place‐product or place narrative(s)? Perspectives in the Marketing of Tourism Destinations

Place‐product or place narrative(s)? Perspectives in the Marketing of Tourism Destinations

Indigenous Identity in the Nation Brand: Tension and Inconsistency in a Nation's Tourism Advertising Campaigns

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

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