Tales From Two Countries

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Tales From Two Countries

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dc.contributor.author Ooi, Can-Seng en_US
dc.date.accessioned 2009-02-04T10:27:08Z
dc.date.available 2009-02-04T10:27:08Z
dc.date.issued 2006-05-17T00:00:00Z en_US
dc.identifier.uri http://hdl.handle.net/10398/7393
dc.description.abstract Place branding has become popular. Places brand themselves to attract tourists, talented foreign workers, investments and businesses. The brand accentuates the positive characteristics of the place; it frames the society and sells its cultures. In the context of tourism, this paper examines the branding strategies of two very different countries – Denmark and Singapore. In Singapore, the convergence between the brand message and the place reality is frequently engineered by creating new brand-related products. In Denmark, the brand tries to communicate an existing local reality; it wants to present a prevailing reality. To the Danes, the brand is descriptive and should portray the country in a positive and accurate manner. To the Singaporeans, the brand is normative and a vision of what Singaporean society ought to become. These countries share common goals when branding themselves but their branding strategies are different, why? This paper situates their strategic differences in the local social, cultural and political context. Although country branding is externally directed, domestic politics and mechanisms of local control affect how the country can brand itself. Keywords: place branding, branding strategies, Denmark, Singapore, tourism, destination en_US
dc.format.extent 33 s. en_US
dc.language eng en_US
dc.relation.ispartofseries Copenhagen Discussion Papers;2006-009 en_US
dc.subject.other danmark en_US
dc.subject.other tourisme en_US
dc.subject.other singapore en_US
dc.subject.other branding en_US
dc.title Tales From Two Countries en_US
dc.type wp en_US
dc.accessionstatus modt06maj17 mielmo en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Asia Research Centre en_US
dc.contributor.departmentshort ARC en_US
dc.contributor.departmentuk Asia Research Centre en_US
dc.contributor.departmentukshort ARC en_US
dc.idnumber x656517467 en_US
dc.publisher.city København en_US
dc.publisher.year 2006 en_US
dc.title.subtitle The Place Branding of Denmark and Singapore en_US


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