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The Nordic Wave in Place Branding
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The Nordic Wave in Place Branding

Poetics, Practices, Politics

9781788974318 Edward Elgar Publishing
Edited by Cecilia Cassinger, Senior Lecturer, Lund University, Andrea Lucarelli, Senior Lecturer, Stockholm University, Sweden and Szilvia Gyimóthy, Associate Professor, Copenhagen Business School, Denmark
Publication Date: 2019 ISBN: 978 1 78897 431 8 Extent: 288 pp
The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call 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 regard to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology and political science.

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Critical Acclaim
Contributors
Contents
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The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call 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 regard 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 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.


Critical Acclaim
‘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 time 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
Contributors: 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
Contents:

Foreword: towards a Nordic manifesto by Britt Kramvig xix
Preface xxiii
1 The Nordic wave in place branding: moving back and forth in
time and space 1
Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy
PART I POETICS OF NORDICITY
2 Reinvention through Nordicness: values, traditions, and terroir 11
Lars Pynt Andersen, Frank Lindberg and Jacob Östberg
3 A Nordic perspective on supranational place branding 25
Jörgen Eksell and Alicia Fjällhed
4 Sparking the Nordic music brand 39
Jessica Edlom
5 Size matters! Insights from the municipalities of Gothenburg
and Sorsele 54
Sara Brorström, Sarah Degerhammar and
Kristina Tamm Hallström
6 Nordic, Scandinavia or Schondia? A commentary on Nordic
brand constructions 68
Andrea Lucarelli
PART II NORDIC PLACE-MAKING
PRACTICES
7 Building the slow adventure brand in the northern periphery 76
Daniel Laven, Tatiana Chekalina, Matthias Fuchs,
Lusine Margaryan, Peter Varley and Steve Taylor
8 Nordic landscapes in collaborative place-making
interventions 91
Anne Marit Waade, Jens Christian Pasgaard,
Mathias Meldgaard and Tom Nielsen
9 Translocal communities and their implications for place
branding 109
Rikke Brandt Broegaard, Karin Topsø Larsen and
Lene Havtorn Larsen
10 THE PRISON: from liability to asset in branding of the
Danish city Horsens 124
Ole Have Jørgensen
11 Branding S.mi tourism: practices of indigenous participation
and place-making
139
Susanna Heldt Cassel
12 Tactical ruralism: a commentary on Nordic place-making
practices 153
Szilvia Gyimóthy
PART III POLITICS OF DISRUPTIVE NORDIC PLACE
BRANDING
13 Branding on the Nordic margins: Greenland brand
configurations 160
Carina Ren, Ulrik Pram Gad and Lill Rastad Bjørst
14 Gastro Scandinavism: the branding of New Nordic Cuisine as
a discursive space for forging new identities 175
Kim Simonsen
15 Appropriation of the Nordic brand in the Estonian political
discourse 1997–2017: consistencies and contestations 191
Piia Tammpuu, Külliki Seppel and Kadri Simm
16 Phantasmal brand Sweden and make-believe
in political speech 207
Mikael Andéhn
17 Nordic place branding from an indigenous perspective 221
Anne Heith
18 Market-mediated
feminism and the Nordic: a commentary on
the political dimension of place branding 227
PART IV CONCLUSION
19 The Nordic wave of place branding: a manifesto 236
Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy
Afterword: riding the Nordic wave in place branding – or does the
Nordic exist and will it travel? by Mihalis Kavaratzis 244
Index 249

This title is available for institutional purchase via Elgaronline.

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