Brand Britain after Brexit: A Study of Britain’s Nation Brand Image in Denmark

Annika Borrits Christensen

Student thesis: Master thesis

Abstract

Purpose This thesis investigates the question “How do Danish students perceive the British nation brand image in the current socio-political context of Brexit, and what are the possible implications of this?”. Method An empirical investigation in the form of qualitative semi-structured interviews has been conducted with Danish CBS students to obtain their perceptions of and attitudes towards Britain’s current nation brand image and reputation. Findings The research findings indicated that Britain has a generally positive nation brand image amongst the students, however, perceptions of their people and government severely let the nation brand down, where the government was perceived as incompetent and childish in their dealings with Brexit negotiations, and the British people were viewed as both friendly but unwelcoming to foreigners. The implications of these perceptions are not only an overall erosion of the British nation brand, but they also have wider implications for the likelihood of people to move to the UK long-term for work. With these findings in mind, it is recommended that Britain work towards rebuilding its damaged reputation by agreeing on a unified British identity and collectively communicating this to the world.

EducationsCand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages79
SupervisorsAna Alacovska