The assignment:

We are experiencing a strong demand from Norwegian businesses, through Innovasjon Norge's international apparatuses for a coordinated effort to prepare a good Norwegian reputation in various international markets. A clear reputation is a door opener for Norwegian businesses internationally and is experienced as important for success. The aim of this assignment is to built a unified national brand platform for Norway that benefits all of company Norway.

In 2015 Innovasjon Norge started to work on a brand strategy for Norway with the aim being to strengthen the Brand Norway as a communal benefit and ensure that Norwegian founders, companies and clusters get the helping hand that is absolutely necessary for asserting oneself in stronger international competition. It is a prerequisite that the work is carried out in close cooperation with UD, NFD and any other relevant ministries, businesses and other interested parties in order to anchor and organise a good work division and role understanding between the various actors in this work.

The work has been and ought to continue to be based on experiences from the Reputation Pilot with the Ministry of Foreign Affairs (2009-2011), from reputation surveys for branches and expressed needs from our customers, including through ‘Drømmeløftet’ (The Dream Help).