En kvalitativ analyse af det danske nation brand
Author
Thomsen, Maria
Term
4. term
Publication year
2010
Submitted on
2010-07-30
Pages
63
Abstract
Mange lande bliver i turismen behandlet som markedssegmenter. Fordi flere lande fremhæver de samme fordele, er det vigtigt at skille sig ud for at skabe effektive brandingkampagner for Danmark. Dette speciale undersøger VisitDenmarks brandingkampagne på det amerikanske marked og vurderer, hvordan den stemmer overens med Simon Anholts brandingelementer, et udbredt rammeværk for nation branding. Specialet tager udgangspunkt i en analyse af det amerikanske turismesegment, inklusive det mexicanske mindretal, som ikke er omfattet af den nuværende kampagne. Formålet er at afklare, om kulturelle forskelle inden for det amerikanske segment skaber behov for en separat brandingindsats rettet mod etniske mindretal. Anholts teorier danner rammen for analysen, og der gennemføres kvalitative interviews for at undersøge, i hvilken grad det mexicanske mindretal er assimileret i det amerikanske samfund i VisitDenmarks kontekst. Det empiriske materiale består af interviews og historiske dokumenter, indsamlet efter Steinar Kvales principper for dataindsamling. Kombinationen af data og dybdegående analyser bruges til at besvare, hvordan kvaliteten af Danmarks nationale brand kan karakteriseres i forhold til de fire brandelementer, samt om der er behov for en separat kampagne målrettet det mexicanske mindretal.
Many countries are treated as market segments in tourism. Because several nations highlight similar selling points, standing out is essential for effective branding campaigns for Denmark. This thesis examines VisitDenmark’s branding campaign in the U.S. market and assesses how it aligns with Simon Anholt’s branding elements, a widely used framework for nation branding. The thesis is based on an analysis of the American tourism segment, including the Mexican minority, which is not covered by the current campaign. The aim is to determine whether cultural differences within the U.S. segment create a need for a separate branding effort targeting ethnic minorities. Anholt’s theories provide the analytical framework, and qualitative interviews are conducted to explore the degree to which the Mexican minority is assimilated in American society in the context of VisitDenmark. The empirical material consists of interviews and historical documents, collected according to Steinar Kvale’s principles of data gathering. Combining these data with in-depth analyses helps answer how the quality of Denmark’s national brand can be characterized in relation to the four brand elements, and whether a separate campaign aimed at the Mexican minority is needed.
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