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‘Danishness’ in Brands: How
national identities reflect on our
authentic brands
What I am trying to do
• Country-of-origin
• Brand authenticity
How national identities reflect on brand
authenticity from a consumer’s perspective.
Why I am trying to do it
How I am going to do it
Survey in Aarhus, Odense
and Copenhagen
“Please name all the Danish
brands that you can think
of”
Top-10 top-of-mind brands
Top 10
1. LEGO
2. Maersk
3. Novo Nordisk
4. B&O
5. Føtex
6. Jack&Jones
7. Royal Copenhagen
8. Arla Buko
9. Georg Jensen
10. Carlsberg
Next step
Three semi-structured
focus groups in Aarhus
“What do you like about the brand”
“What do you dislike about the brand”
“Is there anything Danish about this brand? If
so what?”
Methods of Analysis
Audio recording
Partly transcribe
Coding: Strauss and Corbin’c Approach
Source: Flick, 2009
Coding
Open coding: Country-of-origin (Market factors,
Environmental factors & Individual factors)
Axial coding: Heritage, Nostalgias, Cultural
symbolism, Sincerity, Craftsmanship, Quality
commitment, Design consistencySource: Napoli et al. 2012
Selective code
Heritage: Danish origin & The Story
Nostalgias: Upbringing & Culture
Cultural symbolism: Work ethic & Knowledge society
Sincerity: Original & Location
Craftsmanship: Handcraft & Founder
Quality commitment: Danish design & Danish quality
Design Consistency: Simple
Danish origin & The Story
Danish origin & The Story
Upbringing & Culture
Upbringing & Culture
Work ethic & Knowledge
society
Work ethic & Knowledge
society
Original &Location
Original &Location
Handcraft & Founder
Handcraft & Founder
Danish design & Danish quality
Danish design & Danish quality
Simple/Clean Simple/Clean
Selective code
..it's better quality ..
..it's better quality ..
..Dansk Supermarket
owns it ....he went to the U.S. there was a
broadcast about him...
..Føtex er sej, vi gør mere for
dig...
..the head office is still in Aarhus..
..at one point it was a Danish company...
..it is still produced in Denmark..
..it comes from Denmark
originally. So again something with quality ...
taking care of thecows and give them
some food, instead of just to mass production..
..have been there through
my upbringing..
..Quality or confidence in
something you know...
..you can get it everywhere, and you know what
you get...
..part of Danish culture for many
years...
..They have taken a cultural responsibility...
.. brewing tradition, the brewing of beer in Denmark it is just
such a Danish thing...
Last step
Quantitative study
BWS
Aim: validate findings
Implication
Segmentation
Communication strategy
Brand strategy
Tina Kaltoft Olsen
Linkedin: Tina Kaltoft Olsen
https://dk.linkedin.com/pub/tina-kaltoft-
olsen/b8/bab/318
