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Branding destination through iconic product

Lominadze, Tea and Soroka, Ekaterina (2011)
Department of Business Administration
Abstract
This thesis paper studies the interrelationship between two phenomena: destination brand and iconic product. The aim of this paper is to show the interrelationship between two phenomena and examine how the iconic product can influence the destination brand. The research identifies main concepts of the work: the destination brand and the iconic product, studies the existing theory regarding those concepts and identifies the theoretical gap. To reach the study purposes the qualitative research method was chosen. Through the thesis work along with theory empirical data regarding the Costa Rican coffee and the Moldovan wine is analysed. Based on the theoretical framework and secondary data analysis thesis suggests the conceptual model... (More)
This thesis paper studies the interrelationship between two phenomena: destination brand and iconic product. The aim of this paper is to show the interrelationship between two phenomena and examine how the iconic product can influence the destination brand. The research identifies main concepts of the work: the destination brand and the iconic product, studies the existing theory regarding those concepts and identifies the theoretical gap. To reach the study purposes the qualitative research method was chosen. Through the thesis work along with theory empirical data regarding the Costa Rican coffee and the Moldovan wine is analysed. Based on the theoretical framework and secondary data analysis thesis suggests the conceptual model illustrating the interrelationship between the two phenomena. Research claims that there is the interrelationship between the destination brand and the iconic product, and based on that argues that destination can be branded through iconic product. (Less)
Please use this url to cite or link to this publication:
author
Lominadze, Tea and Soroka, Ekaterina
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
destination brand, iconic product, destination branding, interrelationship, destination image, Management of enterprises, Företagsledning, management
language
Swedish
id
2199306
date added to LUP
2011-05-27
date last changed
2012-04-02 19:14:23
@misc{2199306,
  abstract     = {This thesis paper studies the interrelationship between two phenomena: destination brand and iconic product. The aim of this paper is to show the interrelationship between two phenomena and examine how the iconic product can influence the destination brand. The research identifies main concepts of the work: the destination brand and the iconic product, studies the existing theory regarding those concepts and identifies the theoretical gap. To reach the study purposes the qualitative research method was chosen. Through the thesis work along with theory empirical data regarding the Costa Rican coffee and the Moldovan wine is analysed. Based on the theoretical framework and secondary data analysis thesis suggests the conceptual model illustrating the interrelationship between the two phenomena. Research claims that there is the interrelationship between the destination brand and the iconic product, and based on that argues that destination can be branded through iconic product.},
  author       = {Lominadze, Tea and Soroka, Ekaterina},
  keyword      = {destination brand,iconic product,destination branding,interrelationship,destination image,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Branding destination through iconic product},
  year         = {2011},
}