Hvordan skaber vi Danske Banks brand?

Christensen Patrick & Bjergby Anette

Studenteropgave: Speciale


Abstract The purpose with this thesis was to study how the corporate brand of Danske Bank is created. It is relevant to gain a deeper understanding of the various brand elements of corporate branding, so Danish Bank and other companies can find a balance between listening to their stakeholders, and know "who" they are. It is important to look at the brand, not only through brand managing, but also through discourse analysis, because it can show how the brand is becoming common constructed. The study unfolds the stories of Danske Bank: How did the directors communicate the banks strategy and vision, what kind of stories did the employees tell, and what about the stakeholders? All in all we wanted to find out which impact all these voices has on Danske Banks brand. The study explored Danske Bank's external and internal communication through the provision of their strategy, vision and mission as well as examples from internal news. The empiri also came from three individual conversations with employees at Danske Bank. In addition, there was held two focus group processes: One group of non-customers and one of consisting customers. Through the study it became clear that there was a significant relationship between what was being said internal as well as external, as to how the corporate brand of Danske Bank was co-created. The knowledge produced of this master study is that Danske Bank has a great brand in relations to it, it-development and the invention of MobilePay, but otherwise the brand of Danske Bank suffers on Personal Banking and earlier push-communication. We found that: ● Danske Bank should follow their current overall strategy ● Danske Bank should adjust Personal Banking ● Danske Bank should adjust their communication strategy ● Danske Bank should enhance their it-strategy ● Danske Banks brand can be strengthened in more internal and external dialogue Thomas Borgen are supported by a great number of employees because of his way to react and communicate both internal and external. Still the customers wants a bank, who is more transparent and to have personal customer service.

UddannelserDansk, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato7 maj 2015
VejlederePedersen Kasten


  • Danske Bank
  • Corporate Branding