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Blomqvist, Caroline LU and Rasmusson, Josefin (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
Globaliseringen har lett till att ett nytt område inom varumärkesforskningen har vuxit fram, nation branding. Det råder delade meningar på forskningsfältet kring vad begreppet innebär, men den gemensamma nämnaren återfinns i att nation branding är en mer komplicerad variant av traditionell marknadsföring. Studiens syfte är att bidra med kunskap kring hur svenskhet konstrueras i nation branding, vid marknadsföringen av Sverige som ett varumärke. De centrala begreppen är identitet och image samt hur man får dessa att samspela för att uppnå en effektiv kommunikation. Vi har gjort en kvalitativ fallstudie med nätverket NSU, Nämn-den för Sverigefrämjande i Utlandet, bestående av innehållsanalyser och intervju-er. Genom dessa kan vi konstatera... (More)
Globaliseringen har lett till att ett nytt område inom varumärkesforskningen har vuxit fram, nation branding. Det råder delade meningar på forskningsfältet kring vad begreppet innebär, men den gemensamma nämnaren återfinns i att nation branding är en mer komplicerad variant av traditionell marknadsföring. Studiens syfte är att bidra med kunskap kring hur svenskhet konstrueras i nation branding, vid marknadsföringen av Sverige som ett varumärke. De centrala begreppen är identitet och image samt hur man får dessa att samspela för att uppnå en effektiv kommunikation. Vi har gjort en kvalitativ fallstudie med nätverket NSU, Nämn-den för Sverigefrämjande i Utlandet, bestående av innehållsanalyser och intervju-er. Genom dessa kan vi konstatera att begreppen svensk identitet och svensk ima-ge är svårdefinierade eftersom identiteten utgörs av alla nationsmedlemmars upp-fattningar och imagen konstrueras både på ett centralt plan och på individnivå. NSU har därmed i uppdrag att samla denna mångfacetterade bild av Sverige. Det-ta sker bland annat genom deras konstruerade kärnvärden, målgruppsanpassning och bemötande av stereotypa föreställningar. Vi har utgått ifrån Hofstedes modell ”Den kulturella löken” för att konkretisera den svenska kulturen. Slutsatsen vi drar är att inom nation branding blir begreppen identitet och image ännu mer komplexa och omfattande än på individnivå. Då det handlar om att definiera en svenskhet i en mångkulturell samt kulturförnekande kontext blir arbetet med nation branding särskilt svårt. (Less)
Abstract
Globalization has led to the rise of a new field within brand research, nation branding. The opinions are separated on the research field, concerning the meaning of the term. The common denominator is though that nation branding is a more complicated version of traditional marketing. This study aims to contribute with knowledge about how Swedish culture is constructed in nation branding, through the marketing of Sweden as a brand. The key concepts are identity and image, and how to get them to interact in order to achieve effective communication. We have done a qualitative case study of the network NSU, Council for the promotion of Sweden, consisting of content analysis and interviews. Through these, we can conclude that the concept of... (More)
Globalization has led to the rise of a new field within brand research, nation branding. The opinions are separated on the research field, concerning the meaning of the term. The common denominator is though that nation branding is a more complicated version of traditional marketing. This study aims to contribute with knowledge about how Swedish culture is constructed in nation branding, through the marketing of Sweden as a brand. The key concepts are identity and image, and how to get them to interact in order to achieve effective communication. We have done a qualitative case study of the network NSU, Council for the promotion of Sweden, consisting of content analysis and interviews. Through these, we can conclude that the concept of Swedish identity and Swedish image is hard to define since the identity is a representation of all nation members' perceptions and the image is constructed both at a central and at an individual level. NSU has therefore the main responsibility to collect this multifaceted picture of Sweden. This is done through their constructed core values, audience targeting and refuting of stereotypes. We have preceded from Hofstede´s model “The cultural onion” in order to concretize the Swedish culture. Our conclusion is that, the concepts identity and image are even more complex and extensive in nation branding than at an individual level. When it comes to defining a Swedishness in a context consisting of multiculturalism and cultural denial, nation branding becomes particularly difficult. (Less)
Please use this url to cite or link to this publication:
author
Blomqvist, Caroline LU and Rasmusson, Josefin
supervisor
organization
alternative title
En fallstudie om varumärket Sverige, utifrån en konstruerad identitet och image
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Nyckelord: Strategisk kommunikation, Varumärke, Nation branding, Identitet, Image, Svensk kultur, Stereotyper Keywords: Strategic communication, Brand, Identity, Swedish culture, Stereotypes
language
Swedish
id
4022807
date added to LUP
2013-09-12 13:43:24
date last changed
2014-09-04 08:36:23
@misc{4022807,
  abstract     = {Globalization has led to the rise of a new field within brand research, nation branding. The opinions are separated on the research field, concerning the meaning of the term. The common denominator is though that nation branding is a more complicated version of traditional marketing. This study aims to contribute with knowledge about how Swedish culture is constructed in nation branding, through the marketing of Sweden as a brand. The key concepts are identity and image, and how to get them to interact in order to achieve effective communication. We have done a qualitative case study of the network NSU, Council for the promotion of Sweden, consisting of content analysis and interviews. Through these, we can conclude that the concept of Swedish identity and Swedish image is hard to define since the identity is a representation of all nation members' perceptions and the image is constructed both at a central and at an individual level. NSU has therefore the main responsibility to collect this multifaceted picture of Sweden. This is done through their constructed core values, audience targeting and refuting of stereotypes. We have preceded from Hofstede´s model “The cultural onion” in order to concretize the Swedish culture. Our conclusion is that, the concepts identity and image are even more complex and extensive in nation branding than at an individual level. When it comes to defining a Swedishness in a context consisting of multiculturalism and cultural denial, nation branding becomes particularly difficult.},
  author       = {Blomqvist, Caroline and Rasmusson, Josefin},
  keyword      = {Nyckelord: Strategisk kommunikation,Varumärke,Nation branding,Identitet,Image,Svensk kultur,Stereotyper Keywords: Strategic communication,Brand,Identity,Swedish culture,Stereotypes},
  language     = {swe},
  note         = {Student Paper},
  title        = {Att vara eller att inte vara},
  year         = {2013},
}