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The Nordic Wave in Place Branding

Poetics, Practices, Politics Edited by Cecilia Cassinger, Senior Lecturer, Andrea Lucarelli, Senior Lecturer, Lund University, Sweden and Szilvia Gyimóthy, Associate Professor, Aalborg University, Denmark
The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries calls for more research into the global relevance of Nordic place branding practices. This book offers a timely attempt to unpack the specificity of the Nordic in regards to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology, and political science.
Extent: c 320 pp
Hardback Price: $150.00 Web: $135.00
Publication Date: November 2019
ISBN: 978 1 78897 431 8
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The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries calls for more research into the global relevance of Nordic place branding practices. This book offers a timely attempt to unpack the specificity of the Nordic in regards to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology, and political science.

Chapters are organized according to three themes of poetics, practices and politics, which deal with the construction, enactment and appropriation of the Nordic place brand and branding. The contributions consolidate Nordic place branding scholarship and its scientific engagement with processes of de-politicization, consensus making, collaboration and transparency. At the same time, Nordic ideals, policies and values offer a critical lens to explore hitherto unexplored issues in place branding such as feminism, post-colonialism, sustainability, and equality. Solidly grounded in contemporary geopolitical and sociocultural challenges within and beyond the Nordic region, The Nordic Wave in Place Branding will enhance theoretical, methodological and practitioner perspectives in in international place branding.

This timely book will be of interest to advanced students of branding and place management, as well as policy makers, regional developers and researchers within the fields of tourism, destination marketing, branding, and media and communication.
‘Surfing the Nordic wave allows readers to engage with a much-needed tide of fresh perspectives on place branding, moving through geographical scales and disciplines. Relying on engaged scholarship, the book will be of interest to a wider audience beyond the Nordic borders and particularly to those concerned with critical marketing and management, local and regional development, or urban policy and planning.’
– Chiara Rabbiosi, University of Padua, Italy

‘Nordic ideas and values appear to have pervaded almost every aspect of life: politics, human relationships with the environment, lifestyle, design, cuisine, the arts . . . nothing it seems has been untouched by the so-called “Nordic wave”. The editors have carefully assembled a wealth of academics to unpack Nordic place branding, producing an end result of considerable breadth and depth in its scholarship.’
– Dominic Medway, Manchester Metropolitan University, UK

‘As opposed to many handbooks on place branding, this book has the serious intent to address critical and complex questions, rather than just practical ones. At the same times it has successfully avoided the stereotype of the Nordic as a brand concept, or as a region with mythical qualities. That is as I see it, a hallmark of scholarly craftmanship.’
– Per Olof Berg, Stockholm University, Sweden
Contributors include: M. Andéhn, L.P. Andersen, L.R. Bjørst, R.B. Broegaard, S. Brorström, S.H. Cassel, T. Chekalina, S. Degerhammar, J. Edlom, J. Eksell, A. Fjällhed, M. Fuchs, U.P. Gad, A. Heith, O.H. Jørgensen, M. Kavaratzis, B. Kramvig, L.H. Larsen, D. Laven, F. Lindberg, L. Margaryan, M. Meldgaard, T. Nielsen, J. Östberg, J.C. Pasgaard, C. Ren, K. Seppel, K. Simm, K. Simonsen, K. Tamm Hallström, P. Tammpuu, S. Taylor, K. Topsø Larsen, P. Varley, A.M. Waade










Contents:

1. The Nordic Wave of Place Branding: moving back and forth in time and space  
Cecilia Cassinger, Andrea Lucarelli, Szilvia Gyimóthy

PART I. POETICS OF NORDICITY
2. Reinvention through Nordicness: values, traditions, and terroir
Lars Pynt Andersen Frank Lindberg, Jacob Östberg

3. A Nordic perspective on supranational place branding
Jörgen Eksell and Alicia Fjällhed

4. Sparking the Nordic Music Brand
Jessica Edlom

5. Size matters! Insights from the municipalities of Gothenburg and Sorsele
Sara Brostrom, Sarah Degerhammar and Kristina Tamm Hallström

6. Nordic, Scandinavia or Schondia ? A commentary on Nordic Brand Constructions
Andrea Lucarelli

PART II. NORDIC PLACE MAKING PRACTICES
7. Building the Slow Adventure Brand in the Northern Periphery
Daniel Laven, Tatiana Chekalina, Matthias Fuchs, Lusine Margaryan, Peter Varley and Steve Taylor

8. Nordic landscapes in collaborative place making interventions
Anne Marit Waade, Jens Christian Pasgaard, Mathias Meldgaard and Tom Nilsen

9. Translocal communities and their implications for place branding
Rikke Brandt Broegaard, Karin Topsø Larsen and Lene Havtorn Larsen

10. THE PRISON– From liability to asset in branding of the Danish city Horsens
Ole Have Jørgensen

11. Branding Sami tourism: practices of indigenous participation and place-making
Susanna Heldt Cassel

12. Tactical ruralism: a commentary on Nordic placemaking practices
Szilvia Gyimóthy

PART III. POLITICS OF DISRUPTIVE NORDIC PLACE BRANDING
13. Branding on the Nordic margins: Greenland brand configurations
Carina Ren, Ulrik Pram Gad and Lill Rastad Bjørst

14. Gastro Scandinavism: the branding New Nordic cuisine as a discursive space of forging new identities
Kim Simonsen

15. Appropriation of the Nordic brand in the Estonian political discourse in 1997-2017: Consistencies and contestations
Piia Tammpuu, Külliki Seppel and Kadri Simm

16. Phantasmal Brand Sweden and Make-believe in Political Speech
Mikael Andéhn

17. Nordic Place Branding from an Indigenous Perspective
Anne Heith

18. Market-mediated Feminism and the Nordic: A Commentary on the Political Dimension of Place Branding 
Cecilia Cassinger

PART IV. CONCLUSION
19. The Nordic Wave of Place Branding: A Manifesto
Cecilia Cassinger, Andrea Lucarelli, Szilvia Gyimóthy

20. Afterword: Riding the ‘Nordic wave in place branding’ Or Does the ‘Nordic’ exist and will it travel?
Mihalis Kavaratzis

Index