Brand Identity and Digital Toolsin Scandinavian SME Internationalization : A Qualitative Study Exploring Brand Identity and Digital Tools for the Internationalization of Scandinavian SMEs

Sammanfattning

Small and medium-sized enterprises (SMEs) are one of the fastest-growing industries in the Scandinavian region. The region is also experiencing rapid growth in digitalization and therefore needs to reshape the way it portrays its brand identity in the digital landscape. This digital influence affects the digital marketing strategies of the Scandinavian SMEs. Hence, the Scandinavian SMEs face unique challenges in their international promotion and expansion. Some of the most common digital tools and their significance to SMEs will be covered, including artificial intelligence, search engine optimization, e-mail campaigns, e-commerce, and social media. Furthermore, the various aspects of brand identity will be examined and integrated, and the models to be explored include Aaker's brand equity model, Kapferer's brand identity prism, and the brand resonance model. Although there is an increase in global interest in the Scandinavian lifestyle, research is limited on how Sweden, Norway, and Denmark apply their knowledge of digital tools and brand identity internationally. This research will explore how Scandinavian SMEs can leverage their Scandinavian heritage to capitalize on their brand identity and utilize digital tools as a competitive advantage. Both theoretical and managerial gaps will be addressed. Therefore, this research will contribute towards understanding branding through digital marketing strategies in a highly digitalized environment with limited resource allocation. Thus, the research will offer insights into strategies that professionals can utilize to foster growth in internationalization through brand identity and digital tools.