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Transforming and contesting nation branding strategies: Denmark at the Expo 2010

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Abstract

The article presents and discusses the contemporary transformation in nation branding practices, noting the shift from streamlined uniqueness narratives to pluralist and performative events of endorsement. This shift highlights the need for developing a culturally sensitive relation to the audience. Using the case of Welfairytales, The Danish pavilion at the Shanghai World Expo 2010, we argue that cultural sensitivity and a higher level of reflection are needed when nation branding events seek to include the audience. The dilemma of including the audience versus managing coherence is presented and the implications of performative branding practices are elaborated upon.

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Correspondence to Carina Ren.

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Ren, C., Gyimóthy, S. Transforming and contesting nation branding strategies: Denmark at the Expo 2010. Place Brand Public Dipl 9, 17–29 (2013). https://doi.org/10.1057/pb.2012.25

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  • DOI: https://doi.org/10.1057/pb.2012.25

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