Arla - Closer to Nature?
Authors
Nielsen, Mai Lysdal ; Nielsen, Maj-Britt
Term
4. term
Publication year
2011
Abstract
Afhandlingen undersøger, hvordan Arla kommunikerer og positionerer sit globale brandløfte "Closer to Nature" på tværs af markeder, med fokus på om budskabet standardiseres eller tilpasses mellem Danmark og Storbritannien. Projektet bygger på teorier om international marketing (standardisering vs. adaptation), kulturteori (Gullestrup, Hofstede), markedskommunikation (transmissions- og interaktionsparadigmer), branding (brand equity, brand image og brand identity) samt forbrugerkultur (politiske forbrugere, sundhed, motivation og sociale medier). Empirisk anvendes interviews styret af en interviewguide og spørgeskemaer, suppleret med analyse af Arlas egne materialer og aktiviteter, herunder arla.com, årsrapporter samt kampagner på tv, outdoor, online og sociale medier. Tilgangen er hermeneutisk med en komparativ kulturanalyse, der kortlægger sociale og kernenære kultursegmenter i Danmark og Storbritannien for at belyse modtagelsen af brandfortællingen. Det udleverede uddrag rummer ikke konkrete resultater; abstraktet afspejler derfor afhandlingens formål, design og komparative fokus.
This thesis examines how Arla communicates and positions its global brand promise "Closer to Nature" across markets, focusing on whether the message is standardized or adapted between Denmark and the UK. The study is grounded in international marketing theory (standardization vs. adaptation), cultural theory (Gullestrup, Hofstede), market communication (transmission and interaction paradigms), branding (brand equity, brand image and brand identity), and consumer culture (political consumers, health, motivation and social media). Empirically, it employs interviews guided by an interview protocol and questionnaires, complemented by analyses of Arla’s own materials and activities, including arla.com, annual reports, and campaigns in TV, outdoor, online and social media. The approach is hermeneutic with a comparative cultural analysis that maps social and core cultural segments in Denmark and the UK to illuminate how the brand narrative is received. The provided excerpt does not present specific findings; the abstract therefore reflects the study’s purpose, design and comparative focus.
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