Marketing and Branding a Nation : tillämpningen av ambassader som plattform för att stärka Sverige som varumärke

Sammanfattning: Problem: The authors have, during the process of development of this thesis, tried to create an understanding of how a number of organizations, all working with different approaches around the ”brand Sweden”, perceive the efficiency and benefits of using extended concept around embassies as a tool in their strategic work. The embassies in question have an evolved concept in the sense that they don not only hold a traditional political and legal role. The problem facing us authors was the issue whether theses embassies are efficient arenas to coordinate the forces and resources of the organizations concerned, in the mission to enhance the visibility and awareness of Sweden abroad. Purpose: The purpose is to describe the strategic work with marketing Sweden to be able to look in to whether the evolved concept behind the embassies in question are used as a tool in within the work of the organizations. We wish to research this to be able to evaluate if this arena is perceived as efficient for the organizations concerned. Method: In order to get a background to which one establish and communicate a nations brand the authors have studied literature within the subject. The collection of primary data has been conducted in form of interview with representatives from the involved organizations, on which the theories later been applied in an analysis. With this data as a base the authors have proceeded with further studies and researches. Result: In an increasingly globalized world characterized by competition, it is hard for a country to stand out and be perceived as attractive. Therefore the evolved concept around embassies is useful tool for the organizations concerned. This conclusion can be made, in the light of how the organizations structure their strategic work, how the embassies are used as a tool in their work, and how the organizations perceive the benefits they get from their cooperation with the embassies.