Monastic Traditions: Developing a 'Typical' 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 or 'typical' brand. It outlines the importance of the extrinsic and intrinsic characteristics of the New Norcia brand and the subsequent strong link with the market place. The aim of the paper is to illustrate how a brand can, and has in this case, reflected a current trend in society, along with maintaining fundamental beliefs and traditions of a devoted religious order. In establishing a new business, the New Norcia monks chose to preserve the monastic ambience of their town by focusing on a fundamental ethos of the Benedictine Order - that of offering hospitality to all who come to the door. They also refocussed on providing monastic staples of bread, olive oil and wine. In doing so, they tapped into the intrinsic characteristics of a market place that was ripe for their brand and style of product. An emerging form of branding, based on 'place' of the produce, is discussed.