Abstract: The Construction of a Brand: The Case of Danish Design, 1930-1970
In this paper I argue that Danish modern furniture was branded as Danish Design in the postwar period and that this was part of the explanation for its huge success in terms of sales and exports. Another important reason, which I attempt to analyze in the paper, was the foundation of a network of architects, producers, intellectuals, and organizations with relation to the furniture industry. The success of Danish furniture was based not only on economic parameters but also on social, cultural, and aesthetic circumstances as well. The basis was functionalism, and the network of functionalists formed the basis for the propaganda that developed into a narrative that supported the construction of Danish Design as a brand.