Norway has a strong international reputation, and is associated with values ​​such as trust, quality and responsibility. Can Norwegian companies capitalize on Norway's good reputation?

Norway has a strong international reputation. We are perceived as a stable society, a pioneer in sustainability and trustworthy. These are some of the positive associations many international markets have with Norway – associations that Norwegian companies can actively use to build strong, authentic brands and create commercial value, both at home and abroad.

In general, companies originating in countries with a strong and positive reputation have a significant competitive advantage. When origin is associated with values ​​such as trust, quality and responsibility, this can be an effective tool for differentiation and positioning in the market. The key question is how companies can take ownership of such associations and integrate them as real value in their branding and marketing strategies.

In this post, we take a closer look at why origin is increasingly important – and how Norwegian companies can leverage the value of Norwegian origin in a strategic and credible way. You will also meet companies that have adopted the origin mark, and hear why they chose to do so, and what effect it has had on their positioning and competitiveness.

Anne Marie Brady has 25 years of strategic and operational experience from Norwegian and international business, with high expertise in branding and management. Previously, she has led, among other things, the modernization of the Posten brand and the launch of Bring as the Posten Group's international B2B brand. Before joining Innovation Norway as Director of Strategic Positioning with responsibility for, among other things, Made in Norway, she led the Scandinavian Design Group (SDG). There she also served as a strategic advisor, including for the Brand Norway project and the strategic development of the precursor to Business Norway, The Explorer.