"Scandinavian Winter"; Antecedents, concepts and empirical observations underlying a destination umbrella branding model

This paper presents some aspects of branding the Scandinavian snow tourism product. The authors argue that the Scandinavian suppliers to the non-Nordic market need a stronger image and more distinct differentiation, and that a Scandinavian umbrella brand might be helpful to serve the purpose of increasing the combined market share of Scandinavian suppliers in non-Nordic markets. In support of their views empirical observations are presented which confirm the rational for a Scandinavian umbrella brand and a potential for differentiation not yet utilised. Branding is discussed within the context of a strategic alliance between Scandinavian suppliers. These suppliers are conceptualised as a strategic group. The conceptual and managerial complexity of branding a product associated with three different countries is noted. The paper concludes by indicating areas for future research.