Monastic traditions: Developing a New Norcia Brand
Faculty of Business and Law
School of Marketing, Tourism and Leisure
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.