COPENhagen and Budapest BRanding
14, August 2010
The former name of the Danish capital:
Hopenhagen was changed to COPENhagen. The epithet is to symbolize the City as an international destination that is open for business.
One unnamed city official explained the idea to Politiken newspaper:
‘If the city of Copenhagen wishes to support recent efforts aimed at internationalisation and raise our profile as an open city then we need to create a broad and sustained international brand that is endorsed and accepted by Copenhageners and used by leading companies and organisations around the region.’
The rebranding campaign is in part a reaction to the perceived success of Stockholm rebranding itself ‘Capital of Scandinavia’, which was promoted heavily by tour companies and news services, bringing in millions in extra business. It is this kind of branding success that officials hope to achieve with COPENhagen.
We believe that by sticking with this new brand we will draw international interest in several different sectors, such as tourism and business, and will attract foreign workers and students, which the whole city will benefit from,’ said the spokesman.
The Danish initiative is the proof of that Budapest Business Region's conscious communication activity and its efforts of developing the Budapest-brand are following the international trends.
