In brief

• In Norway, Luxembourg enjoys a relatively high level of recognition: 80% of respondents say they know the country (10% have a high knowledge of Luxembourg, 71% a medium one and 19% a low one).
• 42% of those who know the country have already been there, mainly for tourism purposes (82%), followed by business purposes (12%) and private purposes (to visit a friend or family member, 10%).
• 26% recall having seen media coverage on Luxembourg.

Spontaneous associations

Norwegians spontaneously associate Luxembourg with the idea of:

• a small country (26%),
• a prosperous country (14%) and
• a country with unique and international cultural assets (11%).

In terms of image

In terms of image, the responses are generally positive: perceptions are strongly centred on values. Normative aspects (sustainability, solidarity and ethical standards) take precedence; functional aspects (innovation and governance) are secondary when it comes to creating a strong (emotional) image.

• Functional aspects: political stability and attractiveness to investors are recognised. The country is considered to be innovative, with effective governance and an attractive international work environment.
• Normative/ethical aspects: the country is also well-regarded for its commitment to sustainable development, its solidarity and its ethical standards. Luxembourg is perceived as open, tolerant and welcoming to foreigners, while also playing a key role in promoting peace and human rights.
• Cultural aspects: its rich history is appreciated, its prominent figures and traditions contribute to its emotional image, whereas its gastronomy and sporting achievements remain relatively unknown.
• Nature: the image is very positive, associated with beautiful landscapes, lakes and preserved nature, especially among women and older people. However, the natural dimension contributes the least to the overall emotional image.
• Emotional image: Norwegians like Luxembourg and find it fascinating and pleasant. This image is primarily shaped by normative values, followed by functional assets.

Behavioural factors

From a behavioural perspective, positive statements about Luxembourg are mainly based on normative values: solidarity and the commitment to sustainable development are the main drivers, supplemented by cultural and functional dimensions that enhance positive word of mouth.

• Purchase intentions are more closely related to functional dimensions, particularly quality and innovation, which are themselves supported by cultural and normative aspects.
• The decision to travel to Luxembourg is based on a balance: innovation and government effectiveness play a key role, followed by nature and culture as well as history and famous figures.
• Lastly, attracting talent is mainly based on normative values (sustainability and solidarity) complemented by cultural elements such as history and figures who are perceived as charismatic, whereas functionality and nature have little influence.

Implications

As a result, it is crucial to continue promoting the country’s ethics and sustainability, as well as its effective governance and innovation capacity.