The Branding of Antarctica
Degree GrantorUniversity of Canterbury
Degree LevelPostgraduate Certificate
Degree NamePostgraduate Certificate in Antarctic Studies
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.