Monastic traditions: Developing a New Norcia Brand
Document Type
Conference Proceeding
Faculty
Faculty of Business and Law
School
School of Marketing, Tourism and Leisure
RAS ID
9559
Abstract
This paper discusses how 'New Norcia' has changed from simply the name of a small rural town in regional Western Australia, into a high equity, ‘typical’ brand. It outlines the importance of the extrinsic and intrinsic characteristics and the subsequent strong link with the market place. The paper illustrates how a brand can, and has, reflected a current trend in society, while maintaining fundamental beliefs and traditions of a devoted religious order. In establishing their business, the New Norcia monks chose to preserve the monastic ambience of their town by focusing on a fundamental ethos of their Order - that of offering hospitality to all who come to the door through the provision of monastic staples - bread, olive oil and wine. An emerging form of branding, based on ‘place’, is discussed.
Comments
Ryan, M., & Mizerski, K. (2009). Monastic traditions: Developing a New Norcia Brand. Advances in Marketing: Embracing Challenges & Change-A Global Perspective, 304.