Gstaad Swot Analysis

Gstaad’s brand positioning
Holiday region Gstaad differs itself from other Alpine resorts with three unique selling points (USP), which they claim are inimitable by any other region in the word and that is what makes Gstaad a “last paradise in a crazy world’ (quote by the British actress Julie Andrews, since 2014 inhabitant of honour of the community Saanen). (Gstaad Saanenland Tourismus, 2015)
1. Prestige value. The internationally famous Gstaad brand, which is associated with luxury and high society attendances, creates a value that extends far beyond the intended main target group attracted by this value.
2. “Come up, slow down”. With its much diversified offerings that can be enjoyed in peace and quiet, the holiday region of Gstaad provides a counterpoint to the general societal trend of ‘achieving more in less time’.
3. Alpine genuineness. In spite of its long history of tourism, the destination of Gstaad is still genuinely Alpine. For instance, the region has 200 agricultural businesses, 80 Alps still in operation and about 7,000 cows. The Alpine tradition is still alive and well. Local products are very popular (cheese, meat and crafts). (Gstaad Saanenland Tourismus, 2015)
Apart from these three USP, there is more distinctive characteristics Gstaad region communicates to their current and potential visitors:
• A varied topography – side

From a customer point of view it is based on consumer attitudes about good brand attributes and favourable outcome of brand use. From a marketers perspective it is a way to describe the value of having a well-known brand name in financial terms, basically it generates more money. (American Marketing Association, 2014) Brand equity is an intangible asset that is dependent on consumers’ assumptions about a brand. Brand perspectives can be viewed from different