Transcript Dias nummer 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)
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
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
Two paths to our action plan
Track 1:
Field research
In depth interviews
40 respondents – hand picked experts
Group interviews
30 Chinese, Eastern European and American
students
Telephone interviews
80 respondents – hand picked experts
Structured analysis
Combined analysis of all field data
Track 2:
Desk
research
Existing knowledge
About Denmark, its values, and global
position
Benchmarks
Denmark’s ranking in international
benchmarks
Media analysis
English and Spanish media coverage of
Denmark’s visibility in newspapers and on the
Internet
Nation branding
10 cases describing experiences – good and
bad – with nation branding in selected
countries
Global perception of Danmark
&
Tool and methods to brand Danmark
The Danish Case: Higher awareness almost
equals a stronger brand
People who know 3.
Denmark or Danes
13.
Anholt Nation Brands
Index
The communication platform
Responsible and
balanced
Experimental
and proactive
High quality
Environmental
awareness,
simplicity and
efficiency
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
1.
More events with international size, quality and
format
2.
Better coordination of the various branding
initiatives
3.
More synergy between public and private –
industry, culture and citizens shall be involved
4.
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
* * *
An unclear image
The “picture” of
Denmark is out of focus
* * *
Positive elements
When there is a
perception, it is
almost always positive
* * *
Action plan – aims and
initiatives
Cross-cutting
initiatives
Special focus
areas
• The Branding
Denmark
Initiative (the
Marketing
Denmark Fund
and stronger
coordination)
Denmark as a
creative nation
• Public diplomacy
Denmark as a
study destination
• Intensified
international PR
activities
• Increased use of
the Internet
• Digital movie
about Denmark
Denmark as a
tourist destination
Denmark as an
investment
location
Modernisation of
export promotion
Objective:
By 2015, we want Denmark to be
ranked amongst the top ten of all
OECD countries and the new
growth countries in terms of
people's awareness of the
country's strengths and
competencies.
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.
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”
Thank you for your attention