The brand image of traditional Danish inns (known as kros) was evaluated through their brand personality, brand snapshot and brand identity profile. These were established from in depth interviews with 26 customers at representative kros and 4 potential customers interviewed at other locations. The brand personality was an older man or woman, hard-working, warm and friendly, but unsophisticated and difficult for customers to identify with directly. The brand snapshot of a kro was an old traditional Danish half timbered building, decorated in an old fashioned style, much used by local country people. It would be cosy but smoky inside and would serve heavy traditional Danish fare. From these images and the brand identity profile it was clear that Danish kros had become a kind of museum-like repository of Danish values, which many would like to visit occasionally, but few espouse on a permanent basis. In addition, perception of kros as democratic institutions meant that customers did not expect to pay a premium for them. These findings are discussed and recommendations made for optimising the kro brand.