To brand or be branded? Some insights into Brand Denmark

Thanks to Ellen for sharing her ideas about Brand Denmark…

PhD, Baby, and Me!

Can a nation ‘brand’ itself? The imagery and stereotypes we, as Brits, think of when we talk about Scandinavia or, more specifically, Denmark have been built up over a long, slow stretch of time, interspersed with bursts of activity – for instance, the recent success of Danish TV programmes on BBC4 in the last few years.

I’ve enjoyed learning about the theory of Place Branding. Since coining the term nation brand and the Nation Brands Index, Simon Anholt (Places – Identity, Image and Reputation, 2010) has conceded that ‘competitive identity’ is probably a better term for the metaphor. In any case, unlike branding in a typical corporate marketing communications context, you cannot ‘do branding’ of a nation or change its perception via a snappy marketing campaign, a nation’s brand is earned rather than constructed (according to Anholt).

The Danish pavilion at the Shanghai World Expo 2010 is…

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