Place Branding. Copenhagen is losing out to Stockholm. And now they have another problem…
- Monday, 03 June 2013
Copenhagen is losing out to Stockholm when it comes to inward investment.
Between 2006 and 2009 Copenhagen attracted just seven global companies, whilst Stockholm attracted 23. This article, Fighting for the Lead in Øresund Magazine, admits Copenhagen has been losing the battle for investment as companies flock north to Stockholm. I believe some fundamental mistakes were made in the approach and process used in developing the brand positioning, selection of the wrong brand (Øresund – where’s that etc?) and also the wrong positioning. The Øresund brand, developed by Wally Olins at considerable cost, has now been dumped, but will Copenhagen / Malmö region be able to develop a strong new brand and strategy?
And now Copenhagen has a new problem – Oslo. The city is getting itself geared up to stake-out its own positioning and Oslo Gardermoen airport is rapidly catching Copenhagen Kastrup as Scandinavia’s number one airport in passenger numbers- and we all know companies put accessibility at the top of their wish list when it comes to selection of places as potential locations.
Seems like things are getting interesting.
Source: Statistics Øresund Magazine.