ABSTRACT
This chapter is made up of five sections in which the people compare the Nordic countries in terms of the extent to which and how gender equality features on their nation-branding websites. It begins with a discussion of Denmark and Norway, which do the least to incorporate gender equality into the national brand, before moving on to Sweden, the gender-equality branding champion. In contrast with Sweden and Finland, as the people will show below, the claims about gender equality in Denmark are furthermore modest, presented as brief, matter-of-fact statements. Clearly, and in stark contrast with the Swedish brand, as the people will show below, gender equality is briefly mentioned but not featured in the branding narrative about Denmark. Norway seems to have started working towards a national brand earlier than neighbouring states, and yet these efforts never resulted in a coordinated brand platform or an institution charged with managing a Norwegian ‘brand’.
