Kangaroos, Outback and Indigenous Culture: the development of ‘Australian’ brands for the international market

Winter, Caroline, and McPhail, Janelle (2004) Kangaroos, Outback and Indigenous Culture: the development of ‘Australian’ brands for the international market. In: Proceedings of the Inaugural Academy of World Business, Marketing and Management Development Conference 2004, pp. 635-642. From: Inaugural Academy of World Business, Marketing and Management Development Conference 2004, 13-16 July, 2004, Gold Coast, QLD, Australia.

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Abstract

An analysis of some popular Australian icons reveal that their meaning with respect to their use as logos for a number of commercial products has been built up over many years. The tourism industry has been an important part of this process, particularly with airlines such as Qantas and the Ghan railway. This paper examines the successful linkage of the kangaroo, indigenous art and the Outback myth to show how a brand image for ‘Australia’ has been created over time through the efforts of a select number of organisations. The result is that products which now adopt these images as a part of their branding strategy find the meanings of Australia is already established in the minds of their overseas customers.

Item ID: 8811
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: branding strategy, Australian tourism, Indigenous culture, Australian Outback
ISBN: 978-0-9752272-0-6
Date Deposited: 04 Mar 2010 03:42
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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