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- Title
Dansk nation branding: praksis i forandring?
- Authors
Gyimóthy, Szilvia; Ren, Carina
- Abstract
This article addresses Danish nation branding activities which have taken place within the past two decades. By reviewing various strategic approaches to national branding with particular focus on changing communicative practices over time, we demonstrate a shift from streamlined claims of uniqueness to pluralist narratives and events of endorsement. The aim is to highlight the policy context that had constantly influenced and shaped Danish branding trends. As an illustration, a study of the pavilion Welfairytales showcasing Denmark at the Shanghai Expo in 2010 is presented. Based on this case, the article discusses whether the Danish pavilion may mark the consolidation or a renewal of recent nation branding practices in Denmark.
- Subjects
DENMARK; PLACE marketing; TOURISM; DESTINATION image (Tourism); ADVERTISING endorsements; TOURIST attractions
- Publication
Økonomi & Politik, 2011, Vol 84, Issue 4, p56
- ISSN
0030-1906
- Publication type
Article