Review of existing regional, environmental and societal brands: exploring issues in setting up a desert brand
Review of existing regional, environmental and societal brands: exploring issues in setting up a desert brand Report
DKCRC Research Report
- Author(s): Storer, C, Rola-Rubzen, MF, Carruthers, G
- Published: 2011
- Publisher: Ninti One Limited
- Volume: 58
Abstract: This report provides guidance to the Desert Knowledge CRC (DKCRC) Board and Management of issues in setting up an Australian Desert Brand that could be used to promote products and services from desert regions of Australia. Results are based on a review of the literature and 14 case studies of regional appellation brands and brands developed to demonstrate societal wellbeing in terms of environmental sustainability, social equity and Aboriginal and desert community development. The case studies were classified into product brands, family brands, umbrella brands and marketing alliances. The study showed that branding is important in today’s market environment. Branding is a way of providing a strong identity and will allow businesses to differentiate their service or product offerings from competitors and highlight the unique features of the business or the product. Branding can also encourage consumer loyalty, as in the case of Fairtrade, Robins Foods, Gippsland Natural Enviromeat and other case studies. This is because often consumers identify with brands that reflect their personal values.
- Urls: http://www.nintione.com.au/resource/NintiOneResearchReport_58_DesertBranding.pdf
- Publisher Location: Alice Springs