This thesis provides an analysis of the Carlsberg brand in regards to how the company has gained acceptance as a cultural provider of relevant cultural texts to the Danish consumers through time. The analysis is based on Douglas B. Holts theory on iconic brands, namely cultural branding. Carlsberg is striving to become an iconic brand both locally and globally. We are however conducting our analysis in a local, national context to investigate whether Carlsberg is an iconic brand and whether they have what it takes to become an iconic brand. To capture the brands branding history the analysis is divided into three sections from the early beginning in using advertising as a management tool up until it’s most recent campaign. The analysis shows that Carlsberg’s branding activities is culturally embedded and that Carlsberg has established a profound relationship to the Danish people by embedding the Carlsberg brand in the Danish society. As a result Carlsberg has become an important cultural provider and protector of Danish values. Their most recent campaign however has not been successful in using their cultural heritage and their unique reputation. The analysis of Carlsberg has furthermore pointed out some of the difficulties involved when using Holts theory on cultural branding. The most obvious problem is using a theory that is developed in an American context. American culture, American consumers and national traditions are very different from the Danish and therefore it raises the question if the theory is applicable in a national Danish context. The theoretical aim of the thesis therefore revolves around pointing out the difficulties in applying a theory of cultural branding on both a analytical and strategic level in order to give suggestions on how companies, like Carlsberg, should manage their brand to become an icon. In spite of this, the theory of cultural branding does have aspects relevant in a Danish context. Using the social and cultural context in which people live and construct their identities have a strong impact on consumers everyday lives and self-perception which supports the notion of brands as symbols. The conclusion touches upon the necessity to extend the cultural branding perspective with the integration of other brand management approaches. The cultural perspective is too preoccupied with the cultural forces in branding and thus fails to pay notice to other relevant stakeholder groups who might prove to be important in order to submit the brand in the organization as a whole. Finally it is discussed whether it is possible for Carlsberg to become an iconic brand with a cultural perspective on branding. Given the lack of stakeholder integration in the cultural approach, one single brand strategy does not seem possible. Carlsberg needs to apply a cultural perspective in conjunction with a corporate branding approach that better encapsulates the whole range of the company’s stakeholders and therefore builds a more coherent brand.
|Uddannelser||Cand.merc.kom Erhvervsøkonomi og Virksomhedskommunikation, (Kandidatuddannelse) Afsluttende afhandling|