Venstres politiske brand under Anders Fogh Rasmussen

Søren Gisselmann & Sune Juul-Sørensen

Studenteropgave: Speciale


The Danish general election in 2001 changed the landscape of Danish politics profoundly. The elections mark the culmination of Anders Fogh Rasmussen’s chairmanship of Venstre - Denmark’s Liberal Party. Venstre won government and Anders Fogh Rasmussen became Prime Minister.The elections were won on a new pragmatic platform that was dissimilar to the Liberalist platform under former chairman Uffe Ellemann-Jensen. With inspiration from corporate branding literature we have in this thesis analysed how Venstre has managed to change its political brand under Anders Fogh Rasmussens leadership. The thesis analyses the strategic vision, organisation culture, profiling and image of Venstre. We conclude that Venstre has been able to change its political brand due to a number of reasons. Firstly because of a clear strategic vision carried out with the use of strategic instruments, like ‘contract politics’ and ‘value politics’ to implement it. Secondly because of a well prepared launch of the strategic vision within the organisation. The organisation has supported the changes not least driven by a desire for the power of government. Thirdly because of a clear and targeted profiling of the new strategic vision. A profiling that has taken the rising importance of the media in to account. Fourthly because of the voters’ willingness to embrace the ‘new’ Anders Fogh Rasmussen and accept him as just a competent caretaker of the Danish welfare state, as the Social Democrats he inherited it from. Fifthly because of Anders Fogh Rasmussen’s rejection of the objections to the new political course, that has served to underpin the strategic vision and the new political brand.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato19 mar. 2008
VejledereJarl Cordua


  • image
  • PR
  • Venstre
  • branding
  • strategisk kommunikation
  • corporate branding
  • retorik
  • pragmatisk
  • spin
  • kontraktpolitik
  • Anders Fogh Rasmussen
  • politisk kommunikation
  • profilering
  • liberal