Branding and Differentiation Considerations of Migrant and Refugee Entrepreneurs in Denmark

Precious Mainza

Studenteropgave: Speciale


Aim: The aim of this study was to find out if branding has an influence or taken into consideration among the migrant and refugee entrepreneurs in Denmark.
Method: The study used a qualitative research method comprising of two questionnaire surveys administered to twelve participants, two face-to-face interviews and two focus group interviews.
Results and Conclusion: Findings in this study revealed that social media, event participation, forming partnerships and associating a brand to a good design in terms of name and logo are very significant and important aspects to consider when building a brand. All participants viewed branding as a very important part of a business, if it has to not only grow but also survive in the Danish market and differentiate itself from competition to acquire customers. The result of the study also showed that migrant and refugee entrepreneurs make use of own unique individuality. and those of the employees they hire for branding purposes at all times for consistence in how the message about what the company is and what it does is communicated both internally and externally. The study also revealed that not all participants had a clear understanding of the difference between their marketing efforts and branding to achieve brand equity.
Suggestions for further research: Migrant and refugee entrepreneurs face a lot of challenges when thinking of doing business abroad, and branding can seem to be a secondary problem for many in this group. Therefore, a research about challenges they face in Denmark such as language, laws, systems and finding information in general can be interesting to dig deeper in.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 jun. 2018
VejledereVilly Rasmussen