Transforming and Contesting Nation Branding Strategies: Denmark at the Expo 2010

The article presents and discusses different strategic communication approaches to Danish nation branding with a special focus on changed practices over time – identifying a shift from streamlined campaigns pursuing uniqueness to pluralist narratives and “events of endorsement”. The aim is to contextualise branding practices within contemporary policies of trade and public diplomacy. Our analysis is based on contrasting earlier nation branding campaigns with a more recent manifest, namely the pavilion Welfairytales, representing Denmark at the Shanghai World Expo 2010. On the basis of this case, we discuss whether the Danish pavilion can be seen as an expression of a continuation or a renewal of communicative strategies related to Danish nation branding.