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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

Frontmatter -- Contents -- Acknowledgements -- Contributors -- Preface -- Chapter 1 Performative Authenticity in Tourism and Spatial Experience: Rethinking the Relations Between Travel, Place and Emotion -- SECTION ONE STAGING AND PRACTICING AUTHENTICITY -- Chapter 2 Staging Places as Brands: Visiting Illusions, Images and Imaginations -- Chapter 3 The City In-Between: Communication Geographies, Tourism and the Urban Unconscious -- Chapter 4 'The Summer We All Went to Keuruu': Intensity and the Topographication of Identity -- SECTION TWO BRANDING AND MATERIALISING AUTHENTICITY -- Chapter 5 Authenticity and Place Branding: The Arts and Culture in Branding Berlin and Singapore -- Chapter 6 On the Management of Authenticity: Culture in the Place Branding of Øresund -- Chapter 7 A Ferris Wheel on a Parking Lot: Heritage, Tourism, and the Authenticity of Place in Solvang, California -- SECTION THREE RE-WRITING AND RE-MEDIATING AUTHENTICITY -- Chapter 8 Travel and Testimony: The Rhetoric of Authenticity -- Chapter 9 Cool Kullaberg: The History of a Mediated Tourist Site -- Chapter 10 Crime Scenes as Augmented Reality: Models for Enhancing Places Emotionally by Means of Narratives, Fictions and Virtual Reality -- Chapter 11 Murder Walks in Ystad CARINASJÖHOLM -- Chapter 12 Negotiating Authenticity at Rosslyn Chapel -- SECTION FOUR RE-EMPOWERING AUTHENTICITY -- Chapter 13 Making Pictures Talk: The Re-opening of a 'Dead City' through Vernacular Photography as a Catalyst for the Performance of Memories -- Chapter 14 Globe1: A Place of Integration or an 'Ethnic Oasis'? -- Chapter 15 Online Tourism: Just like Being There? -- SECTION FIVE EMBODYING SPATIAL MYTHOLOGIES -- Chapter 16 Journeys, Religion and Authenticity Revisited -- Chapter 17 Walking Towards Oneself: The Authentification of Place and Self -- Chapter 18 Thrillscapes: Wilderness Mediated as Playground -- References -- Index