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CAIRNGORMS NATIONAL PARK AUTHORITY 
Paper 1 Annex 1 11/02/05

Cairngorms National Park 
Brand Wheel 
 

Facts & Symbols 

- UK's biggest national park
- Aviemore
- Mountain Railway
- 4/5 of Scotland's highest mountains
- Snow reports
- Balmoral 
- Royal Deeside 
- Rare wildlife
- Highland Games
- Clans
- Speyside Whisky
- Monarch of the Glen
- Capercaillie
- Lesley Mckenna
- Craig McLean
- Alain Baxter
- Billy Connolly


Rational
Describe the Product

- UK's largest national park
- Stunning natural environment
- Conservation area
- Mountains/glens/forests
- Rare wildlife/habitat
- Touring centre
- All year round destination
- Established Tourism infrastructure
- Strong history & heritage
- Royal connections
- Vast range of outdoor activities
- Adventure / extreme sports
- Local produce
- Attractive villages
- Huge range of accommodation

 
Emotional
How the brand makes me feel

- Sense of achievement
- Sense of belonging
- Spiritual
- Relaxed
- Fulfilled
- Alive
- Refreshed
- Inspired
- Fit & healthy
- Want to come back for more


Values

- Openness
- Viability
- Dynamic Evolution
- Integrity


How the brand makes me look

- Adventurous
- Individual
- Independent
- Cultured
- Smart
- Healthy
- Discerning
- Trend-setters
- Green
- Caring


What the product does for me

- Accessible
- Wilderness experience
- Unique wildlife
- Genuine people
- Outdoor expertise
- All round recreational destination
- Space
- Purity
- Health & well being
- Adventure
- Discovery
- Fun
- New & different experiences
- Freedom
- Safety
- 4 seasons in 1 day
- Unique light


Proposition

"At any season be inspired by Scotland's most
exciting and accessible wilderness experience"


Brand Personality

- Energetic
- Inspirational
- Friendly
- Spiritual
- Adventurous
- Fun


Positioning

"The UK's largest and most dramatic National
Park, at the heart of the Scottish Highlands"