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The Construction of Brand Denmark: A Case Study of the Reversed Causality in Nation Brand Valuation

Merkelsen, Henrik LU and Kjaergaard Rasmussen, Rasmus (2015) In Valuation Studies 3(2). p.181-198
Abstract
In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable... (More)
In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Nation branding, Measurement, Risk, Reputation, Bureaucracy
in
Valuation Studies
volume
3
issue
2
pages
18 pages
DOI
10.3384/VS.2001-5992.1532181
language
English
LU publication?
yes
id
c681cf49-f27f-440c-b447-7f15f182e549
date added to LUP
2016-12-20 15:21:50
date last changed
2017-11-14 09:53:14
@article{c681cf49-f27f-440c-b447-7f15f182e549,
  abstract     = {In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity.},
  author       = {Merkelsen, Henrik and Kjaergaard Rasmussen, Rasmus},
  keyword      = {Nation branding,Measurement, Risk,Reputation,Bureaucracy},
  language     = {eng},
  month        = {12},
  number       = {2},
  pages        = {181--198},
  series       = {Valuation Studies},
  title        = {The Construction of Brand Denmark: A Case Study of the Reversed Causality  in Nation Brand Valuation},
  url          = {http://dx.doi.org/10.3384/VS.2001-5992.1532181},
  volume       = {3},
  year         = {2015},
}