The Boston Globe interviewed Erin Percival Carter, associate professor of marketing at the University of Maine, on the value of Maine’s brand. Carter co-authored a study conducted at the Maine Business School which found that consumers are willing to pay more for Maine services and products because they associate the Maine brand with a strong work ethic and a sense of craftsmanship, on top of its rugged coastline, picturesque landscapes and close-knit communities. “People come to Maine expecting and finding that kind of connection with real human beings rather than nameless, faceless corporations,” she said. “That’s part of the reason why the brand is so valuable.”
Categories:
