This chapter examines how the city of Copenhagen, Denmark, has been branding itself as a destination. A broad perspective is adopted to analyze three main issues. They are…
This chapter examines how the city of Copenhagen, Denmark, has been branding itself as a destination. A broad perspective is adopted to analyze three main issues. They are the relationship between destination branding and the national capacity to insource valuable resources, the need to reframe the concept of branding in a dialogical process with tourists, and the importance of networking centered on host community as a winning business model for cities. The chapter explains how Wonderful Copenhagen (WoCo), the destination management organization, achieves a winning global brand by dealing with various challenges surrounding these issues. The case enlightens the interconnection between branding and national political strategy.
Julio Aramberri, Ph.D., is Professor of Tourism at Drexel University (Philadelphia, Pennsylvania, USA. Email: firstname.lastname@example.org). Previously, he worked for the Spanish Tourist Office in different capacities including the CEO position (1987–1990). He has recently been appointed to be the dean of the School of Cultural Studies at Hoa Sen University, Ho Chi Minh City, Vietnam. His areas of research are marketing, consumer behavior, and the sociology of travel and tourism. He has also published in other areas such as political sociology, US life and culture, and global challenges.