ABSTRACT
The bandoneon, amorous passion, expressions of a counter-culture or famous singers and composers shape the brand Tango Argentino as much as the re-writing of its mythical origins or discussions on its authenticity. Thus, the aim of this paper is to consider specific icons, codes, discourses and related emotions to illustrate how Argentine Tango is working as successful nation brand within Argentina and the global context in the 21st century. I would stress the argument that the efficiency of the brand lies in its inconsistent structure. Therefore, among the effective branding strategies, I distinguish 5 core aspects and their functions: (1) unconventionality as a means of stabilisation; (2) inter- and transculturality as characteristics of national identity; (3) references to deceptive occurrences in past and recent national history as positive examples to overcome economic crisis; (4) self-reflectiveness of Argentine Tango as art form without economic relevance and (5) certain emotions like passion and melancholy which promote an attitude of distance and perseverance towards difficult economic or existential situations. The music documentaries 12 Tangos – Adiós Buenos Aires (Birkenstock, 2005) and Midsummer Night’s Tango (Blumenschein, 2013) serve as examples.
