ABSTRACT
In this case, Denmark had come to stand for a type of design, as certain meanings assigned to Denmark had been transferred to the concept/ brand of Danish Design or Danish Modern. More than McCracken’s oneway transfer, however, a reciprocal relationship was established between goods and the culturally constituted world so that the image of the Danish nation, in the United States, was also partly shaped by consumers’ perception of Danish Design (see also Anholt 2007: 9). This association between Denmark and Danish Modern furniture can be considered a special sort of ‘cobranding’ of a nation and certain products from that nation.
