uu.seUppsala University Publications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Nation Branding as a Strategic Marketing Approach: An Analysis of Scandinavia’s Online International Presence
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Theology, Department of Theology.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Scandinavia is a region that is known for many things, including its picturesque nature, social welfare system, and minimalistic design. The images of these countries can largely be characterized as positive, which some scholars argue is a result of their strong nation brand. ‘Nation branding’ is a term coined by British consultant Simon Anholt and can be defined as the multilayered process of building and managing the reputation of a country. Anholt argues that nation branding emerged as a consequence of globalization, which has confronted countries with new types of competition. As a result, a country’s image played an integral role in its competitiveness. Extensive research has been conducted on the subject of nation branding. However, one thing that is consistently overlooked is a focus on the digital aspects of nation branding. The digital arena is important to acknowledge, primarily because, in the age of globalization, the internet has become a critical tool used to disseminate information quickly and efficiently to the public. With this in mind, the primary purpose of this study is to understand how the Scandinavian countries utilize online tools to shape their nation brand. This research will explore two different aspects of Scandinavia’s nation branding approach: how they utilize online tools and to what extent these online efforts are effective in building their overall brand.

Innovation Norway, Denmark.dk, and The Swedish Institute are the official organizations responsible for nation branding – and online representation – of Norway, Denmark and Sweden. Using qualitative content analysis, this thesis will explore how the each of these countries strengthens its brand through online activity. Following this, a quantitative analysis will be used to measure the effectiveness of nation branding through marketing analytic tools. The qualitative content of the websites and Twitter accounts will be analyzed according to Anholt’s Theory of Competitive Identity, which is a framework that categorizes nation branding strategy into six dimensions: tourism; investments; culture ; people; governance; and exports. This framework will be applied to analyze the qualitative efforts of the groups’ websites to reveal strengths and weaknesses and to identify any patterns in certain categories. Using the Social Media Effectiveness Index Model, I measure the marketing effectiveness of pre-selected Twitter campaigns designed by these organizations to determine if these accounts have had an overall impact on the nation brands of Sweden, Denmark and Norway.

Place, publisher, year, edition, pages
2018. , p. 69
Keywords [en]
nation branding, Scandinavia, constructivism, competitive identity, nation brand image
National Category
Political Science (excluding Public Administration Studies and Globalisation Studies)
Identifiers
URN: urn:nbn:se:uu:diva-361649OAI: oai:DiVA.org:uu-361649DiVA, id: diva2:1251171
Subject / course
Euroculture
Educational program
Master Programme in Euroculture
Supervisors
Examiners
Available from: 2018-10-19 Created: 2018-09-26 Last updated: 2018-10-19Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Department of Theology
Political Science (excluding Public Administration Studies and Globalisation Studies)

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 136 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf