...Anne Rindell; Tore Strandvik Purpose The aim of this paper is to discuss how corporate brand images evolve in consumers' everyday life and its implications for the company's branding strategies. Design/methodology/approach A conceptual discussion and a framework are presented that maps four...

...‐ performance technique is used in analyzing the data. The SantaPark in Rovaniemi, Finland serves as the study setting. Study results and their implications are discussed. © Emerald Group Publishing Limited 2004 Theme parks Brand image Customer surveys Finland Performance appraisal...