Eksportværdien af en grøn kultur

Julie Aebischer Nørgaard

Student thesis: Master thesis

Abstract

Nation branding – a philanthropic virtue or a waste of taxpayers’ money? Why is this question important? For the latest 20 years this area af Nation Branding has been drawing the attention of several researchers and politicians as many governments are increasingly aware of the importance of creating a positive reputation on a global scale. It is generally understood that globalization has created this trend of inspiring the individual nations to show a clear and unique profile on the world map. Governments have increasingly accepted to invest heavily into Nation Branding. This paper aims to discuss some of the un-clarities about Nation Branding, and the possibilities that might be related to this modern practice. It examines the origins and interpretations of the concept, and discusses the differences between nation branding issues and commercial branding issues. The paper is intended to act as a guide-line when planning and evaluating nation branding events. However, disagreements exist among researchers whether to accept nation branding as a valid discipline considering that today´s impact evaluation methods of nation branding are insufficient when compared with traditional corporate and product branding evaluation tools. The paper discusses Nation Branding based on an actual case around the organization Climate Consortium Denmark (Stateofgreen.com). In cohesion with the UN COP15 in Copenhagen, the Danish government formulated a vision to create a new green growth economy in Denmark. The vision is to brand Denmark as one of the leading green nations. In order to initiate the actual handling of this branding programme, a partnership between government and private investors was established: State of Green: “Think Denmark – Join the future” This organisation is given the task to lead the transition towards 2050, when Denmark as the first country in the world has decided to be completely independent of fossil fuels. The specific purpose of Climate Consortium Denmark is to lead the way in showing the unique array of products and technologies that Danish business and industry offers, as well as the invaluable knowledge and expertise in energy, climate and environmental technology held by Danish universities and research institutions. (Stateofgreen.com) It will be a major purpose for this paper to check and evaluate how efficiently State of Green achives the task of branding Denmark as the greenest country in the world. The hypothesis is that it is possible to construct a reality in a social context that would influence the country brand image, using the right communicative techniques. Evaluations may happen too early and too often Within the research community doubts are beginning to rise about the relevance of evaluating everything. Sometimes evaluations take place far earlier than the point where it is relevant. Evaluations are often performed by organisations, because this has become an accepted norm and not specifically designed according to a specific purpose or at a suitable mature timetable. By compiling the arguments that nation branding programmes are often evaluated much too early and the arguments that the projects are measured on an insufficient scale for evaluating the efficiency, this will underline the likelihood that nation branding is working in real life, however without proper scientific proof.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2012
Number of pages53