Advanced

Place branding: A Nordic perspective

Cassinger, Cecilia LU ; Lucarelli, Andrea LU and Gyimothy, Szilvia LU (2018) The 3rd Annual Conference of the International Place Branding Association
Abstract
This paper examines the Nordic as an ideological, cultural, and geographical site from which to examine place branding. Although a number of studies have addressed Nordic place brands and branding, the peculiarity of branding within the Nordic welfare states remains understudied (Lucarelli et al., forthcoming 2019). The unusual open access to the field of practice granted to researchers (at least compared to Anglo-Saxon and European standard), and the particular political, institutional, cultural environment of the Nordic has not fully been unpacked. The limited scope of previous studies on place branding paired with a widespread international interest for the “Nordic” as both a geographical place, moral orientation, and (normative)... (More)
This paper examines the Nordic as an ideological, cultural, and geographical site from which to examine place branding. Although a number of studies have addressed Nordic place brands and branding, the peculiarity of branding within the Nordic welfare states remains understudied (Lucarelli et al., forthcoming 2019). The unusual open access to the field of practice granted to researchers (at least compared to Anglo-Saxon and European standard), and the particular political, institutional, cultural environment of the Nordic has not fully been unpacked. The limited scope of previous studies on place branding paired with a widespread international interest for the “Nordic” as both a geographical place, moral orientation, and (normative) discourse calls for more research into the global relevance of Nordic place branding. The Nordic is thus not confined to a region, but is approached as an idea that travels across the world. The literature on Nordic place branding is emergent and deals with disparate themes such as conceptual issues (Andersson, 2014; Niedomysl & Jonasson, 2012), nation branding (Ren & Gyimóthy, 2013; Cassinger et al. 2016), regional branding (Syssner, 2009; Wæraas et al., 2015), and city branding (Lucarelli & Berg, 2011). The present study offers a focused reading across different approaches and empirical fields in order to explore the peculiarity of Nordic place branding. The Nordic is here addressed as an ideological orientation and a cultural construct, as well as an empirical context from which to explore place branding practices and theories. In particular, the Nordic research tradition is argued to be suited to push critical, but hence far not sufficiently explored, issues in place branding, such as feminism, bio-ethics, sustainability, and social justice. It is further suggested that from a Nordic perspective place branding is characterised by processes of depoliticization, consensus, collaboration, and transparency. These peculiarities may be used for building theories and developing methods, which can be extended to the Anglo-Saxon and European field of research and practice. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
place branding, Nordic, politics, welfare state, feminism
conference name
The 3rd Annual Conference of the International Place Branding Association
conference location
Macau, China
conference dates
2018-12-05 - 2018-12-07
language
English
LU publication?
yes
id
46b9d67b-fd51-4e1a-9f45-4f9e5ab4445a
date added to LUP
2018-12-11 10:22:49
date last changed
2018-12-11 13:17:07
@misc{46b9d67b-fd51-4e1a-9f45-4f9e5ab4445a,
  abstract     = {This paper examines the Nordic as an ideological, cultural, and geographical site from which to examine place branding. Although a number of studies have addressed Nordic place brands and branding, the peculiarity of branding within the Nordic welfare states remains understudied (Lucarelli et al., forthcoming 2019). The unusual open access to the field of practice granted to researchers (at least compared to Anglo-Saxon and European standard), and the particular political, institutional, cultural environment of the Nordic has not fully been unpacked. The limited scope of previous studies on place branding paired with a widespread international interest for the “Nordic” as both a geographical place, moral orientation, and (normative) discourse calls for more research into the global relevance of Nordic place branding. The Nordic is thus not confined to a region, but is approached as an idea that travels across the world. The literature on Nordic place branding is emergent and deals with disparate themes such as conceptual issues (Andersson, 2014; Niedomysl & Jonasson, 2012), nation branding (Ren & Gyimóthy, 2013; Cassinger et al. 2016), regional branding (Syssner, 2009; Wæraas et al., 2015), and city branding (Lucarelli & Berg, 2011). The present study offers a focused reading across different approaches and empirical fields in order to explore the peculiarity of Nordic place branding. The Nordic is here addressed as an ideological orientation and a cultural construct, as well as an empirical context from which to explore place branding practices and theories. In particular, the Nordic research tradition is argued to be suited to push critical, but hence far not sufficiently explored, issues in place branding, such as feminism, bio-ethics, sustainability, and social justice. It is further suggested that from a Nordic perspective place branding is characterised by processes of depoliticization, consensus, collaboration, and transparency. These peculiarities may be used for building theories and developing methods, which can be extended to the Anglo-Saxon and European field of research and practice.},
  author       = {Cassinger, Cecilia and Lucarelli, Andrea and Gyimothy, Szilvia},
  keyword      = {place branding,Nordic,politics,welfare state,feminism},
  language     = {eng},
  location     = {Macau, China},
  month        = {12},
  title        = {Place branding: A Nordic perspective},
  year         = {2018},
}