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Action Plan for Global Marketing of Denmark

This action plan outlines the strategies and initiatives to create a strong brand image for Denmark in the global market. It includes research, analysis, and recommendations to improve Denmark's international visibility and perception.

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Action Plan for Global Marketing of Denmark

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  1. Action Plan for the Global Marketing of Denmark THINKING REGIONALLY, ACTING GLOBALLY – CREATING A BRAND IMAGE FOR THE BALTIC SEA REGION Brian Valbjørn Sørensen, 2 June 2008 (Riga)

  2. Why brand a country? ENTRY TICKET for considering Denmark as an investment target, tourist destination, partner, expat country etc. PRICE PREMIUM related to country brand – e.g. French wine, German cars, or Danish design S G N A G D A T E L L I B A strong nation brand offers hard-to-copy UNIQUENESS – can help both citizen and companies to stand out from the crowd A positive perception of a country means that your people, companies and politicians are being WELCOMED

  3. Two paths to our action plan Track 2: Desk research Track 1: Field research Existing knowledge About Denmark, its values, and global position In depth interviews 40 respondents – hand picked experts Benchmarks Denmark’s ranking in international benchmarks Group interviews 30 Chinese, Eastern European and American students Media analysis English and Spanish media coverage of Denmark’s visibility in newspapers and on the Internet Telephone interviews 80 respondents – hand picked experts Nation branding 10 cases describing experiences – good and bad – with nation branding in selected countries Structured analysis Combined analysis of all field data Global perception of Danmark & Tool and methods to brand Danmark

  4. The Danish Case: Higher awareness almostequals a stronger brand 3. People who know Denmark or Danes 13. Anholt Nation Brands Index

  5. The communication platform High quality Responsible and balanced Environmental awareness, simplicity and efficiency Experimental and proactive

  6. From analysis towards an action plan Strategy A N A L Y T I C A L C O N C L U S I O N S Denmark is unknown The knowledge about Denmark internationally is relatively low * * * An unclear image The “picture” of Denmark is out of focus * * * Positive elements When there is a perception, it is almost always positive * * * • More events with international size, quality and format • Better coordination of the various branding initiatives • More synergy between public and private – industry, culture and citizens shall be involved • More comprehensive communication thorugh a shared and cross sectoral brand platform • 5. Improved use of global positions of strengths in our communication. More and better PR efforts, increased use of the internet and international networks shall increase the international knowledge about Denmark and the Danes

  7. Action plan – aims and initiatives

  8. Questions regarding the branding of the Baltic Sea Region I • Why?What is the (expected) value of branding a region of countries instead of each particular country? The sum must be more than its parts! Otherwise don’t bother! Scandinavia is a regional brand that Denmark benefits from – ”Denmark, the gateway to Scandinavia”… • Who?Target group(s): Different messages aimed at different places. Denmark in the Middle East vs. Denmark in the US. Selling cheese and/or promoting values… • When?Do you have an occasion or a platform? World Cup (Germany), COP15 (Denmark), Lord of the Rings (New Zealand). For how long time shall the initiative last? Establishing an image takes time! The Danish action plan has a span of four years and will surely be followed by a new plan in 2010.

  9. Questions regarding the branding of the Baltic Sea Region II Where? Promotion abroad or at home? For a small country, promotion abroad is a huge task. The Branding Denmark initiative focuses on inviting the world to Denmark so that foreigners retur as Danish ambassadors. • How? Stakeholders and politics – who decides on the message? In Denmark a broad coalition is behind the plan. But what about businesses, organisations and the man/woman on the street? A country’s image is not owned by the government. ”Cool Britannia” or ”Sei Berlin”! • Walk the talk! Propaganda vs. marketing. There must be a correlation between image and reality in order to promote a true brand. Denmark will never be the land of sun and tropical cocktails… ”Fall in love with Warszawa – whatever the weather”

  10. Thank you for your attention

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