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    ABSTRACT

New Zealand Journal of Forestry (2004) 49(1): 3–9
©New Zealand Institute of Forestry

Research article
Branding potential in the timber industry - how branding can work.

M. Abbot

Rotorua, New Zealand: New Zealand Institute of Forestry.

This paper explores the concept of branding. While generally regarded as a consumer marketing device, there are potentials to use the philosophies around brand development and promotion throughout a number of industries, products and companies, and even as a means of developing segmentation within commodity markets.
The differences between commodity and differentiated market approaches are discussed, along with the promotion of a value-driver in New Zealand's forest products industry that has been advocated for more than a decade yet seems to remain largely unheeded.
One of the more positive and exciting aspects of branding within the forest products industry is outlined. The Pine Manufacturers' Association Bodyguard project has achieved commercialisation after an incubation period of

three years, highlighting the difficulties, issues and opportunities that are possible through a brand orientation.

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