Brand­ing Nor­way

Norway-Asia Business Review - - Contents -

This is­sue of Busi­ness Re­view fo­cuses on brand­ing and more specif­i­cally about brand­ing Nor­way. Nor­way has sev­eral years in a row been voted the best place in the world to live. Na­tional Ge­o­graphic Mag­a­zine has also voted the fjords of Nor­way as the world’s best tourism des­ti­na­tion. We can cer­tainly be proud of the ac­co­lades. But Nor­way is more than na­ture al­though na­ture is fea­tures strongly in na­tional brand­ing; you may have seen and heard the slo­gan “Pow­ered by Na­ture”. Nor­way is a world leader in re­new­able en­ergy with 98% of Nor­way’s elec­tric power com­ing from re­new­able re­sources. In ad­di­tion, Nor­way is the world’s largest sal­mon ex­porter with fish com­ing from “the clean cold wa­ters of Nor­way” and fi­nally the Nor­we­gian off­shore in­dus­try is con­sid­ered one of the most ad­vanced in its field and Nor­we­gian de­sign ships are not far be­hind.

We all know in­di­vid­ual Nor­we­gian brands like Jo­tun, Te­lenor and Yara, to men­tion a few, but how to brand a whole na­tion? That is a task Nor­way’s Min­istries of Trade and In­dus­try and For­eign Af­fairs have re­cent taken on through re­vi­tal­i­sa­tion of the Team Nor­way con­cept idea: “We are too small on our own so let’s stand to­gether and help each other” is the mes­sage. This has di­rect im­pact on Nor­we­gian busi­ness and the mes­sage is: of­fi­cial Nor­way and its agencies as well as in­ter­est or­gan­i­sa­tions like the cham­bers of com­merce are ready to help.

To the ques­tion “What is a strong brand?” I end by quot­ing Olympic gold medal­list Florence Grif­fith Joyner: “What do you need to be the best? Con­cen­tra­tion. Dis­ci­pline. A dream.”

Read on and you’ll see

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