“Scandinavian Winter”; Antecedents, concepts and empirical observations underlying a destination umbrella branding model

This paper presents some aspects of branding the Scandinavian snow tourism product. The authors argue that the Scandinavian suppliers to the non‐Nordic market need a stronger image and more distinct differentiation, and that a Scandinavian umbrella brand might be helpful to serve the purpose of increasing the combined market share of Scandinavian suppliers in non‐Nordic markets. In support of their views empirical observations are presented which confirm the rational for a Scandinavian umbrella brand and a potential for differentiation not yet utilised. Branding is discussed within the context of a strategic alliance between Scandinavian suppliers. These suppliers are conceptualised as a strategic group. The conceptual and managerial complexity of branding a product associated with three different countries is noted. The paper concludes by indicating areas for future research.