Bergans of Norway

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defining a strategic position
for an iconic brand



Bergans is a true icon in the Scandinavian market. A brand that has been present in Norwegian cabins, in kids closets, on any hike and has been a trusted companion on the slopes of Scandinavia. The company has experienced high levels of growth in recent years, however the market sphere is rapidly changing. 

Customers demand more of the brand they buy and expect a clearer perspective on CSR and sustainability. Relatedly, Bergans has a clear vision of becoming the world’s most sustainable outdoor brand. 

The first task in this long-term co-op was to define the strategic position for the brand. A position that should increase internal motivation, drive growth, and fuel an international understanding of what Bergans really is, for whom, and why.

This position then had to be tailored to Bergans’ core product categories: Resort skiing, cross country skiing, paddling, and hiking.


Field interviews, internal interviews, and focus groups were conducted to gain insight about the current position of the Bergans brand within each of the target product categories. This qualitative data provided clear intelligence about the competitive landscape of the category, valuable growth opportunities, and the core target audience.

In addition, the external perspectives were compared and contrasted to the inter-organizational thoughts and feelings about Bergans’ positioning and its products. Employees shared their thoughts about the brand’s strengths, weaknesses, associations, and its perceived position for sustainability, fabric technologies, and repairs.

This insight served as the basis for creating the functional and emotional benefits for products in each category, along with the personality and values that would help to create the strongest perceived brand position.


Based on our extensive research, we developed a positioning that appropriately reflects the current and aspired position:

Believe in tomorrow. Explore today.

These five simple, yet undeniable powerful words encompass the essence of the brand. Bergans believes in the power of nature, caring for each other, the quality of its products and the experiences they provide. They strive for innovation, forward thinking, and a better future for our planet and everyone on it. They thrive through exploration, by thinking differently, creatively, and by pushing into new frontiers. And they do so with a contagious sense of urgency and excitement.

Using this positioning strategy as a guiding star, we are developing brand rules, communication strategies, management philosophies, as well as clear and strategic CSR perspectives. 

Bergans will be an internationally relevant outdoor brand. For more than great clothes in all kinds of weather.

what we have done

  • Insight
  • Brand Strategy
  • Positioning
  • Growth Strategy
  • Sales Readiness
  • Implementation

who to talk to

Robert Leinders-Krog | principal brand & strategy
+47 92 88 01 11
[email protected] 

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