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A Nordic perspective on supranational place branding

Eksell, Jörgen LU and Fjällhed, Alicia LU (2019)
Abstract
The chapter concerns the supranational place branding by the Nordic countries. Earlier studies highlighlight the obstacles in supranational place branding initatives and the challanges for involved stakeholders’ to agree as geographical size and complexity increases. The branding initiative of the Nordic countries, executed by the Nordic Council of Ministers, represents a rare example of a group of nations that have agreed on a strategy. The purpose of the chapter is to develop knowledge on place branding by exploring significant antecedents and factors of the creation of the Nordic supranational place branding strategy. The analysis highlights the importance of the two-hundred years of interregional peace and established long-term... (More)
The chapter concerns the supranational place branding by the Nordic countries. Earlier studies highlighlight the obstacles in supranational place branding initatives and the challanges for involved stakeholders’ to agree as geographical size and complexity increases. The branding initiative of the Nordic countries, executed by the Nordic Council of Ministers, represents a rare example of a group of nations that have agreed on a strategy. The purpose of the chapter is to develop knowledge on place branding by exploring significant antecedents and factors of the creation of the Nordic supranational place branding strategy. The analysis highlights the importance of the two-hundred years of interregional peace and established long-term political collaboration in official organs. Furthermore, the anlysis points to the significance of the heightened international interest in ‘Nordic’ culture, lifestyle, cuisine and politics. In addition, the analysis conveys a picture of a brand work that allowed the distinctive features of each country to present itself in both the supranational place branding strategy and the nation branding of the respective countries. Hence, the negotiation process and the strategy work can be characterized as productive, inclusive and pragmatic. Lastly, the study points to the importance of using a holistic perspective on the political governance context in supranational place branding initiatives including historical, cultural and societal antecedents, internal and external understanding of the countries, as well as contemporary contextual factors. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
in press
subject
keywords
platsmarknadsföring, platsvarumärkesstrategi, platsvarumärkning, Nordiska ministerrådet, supranational place branding, place brand strategy, the Nordic Council of Minsters, Place branding
host publication
The Nordic wave in place branding: poetics, practices, politics
editor
Cassinger, Cecilia; Lucarelli, Andrea; Gyimothy, Szilvia; ; and
publisher
Edward Elgar Publishing
language
English
LU publication?
yes
id
c3c5f384-f6a4-4596-9098-9b95a8c24d7a
date added to LUP
2019-03-22 12:32:08
date last changed
2019-03-22 12:37:38
@inbook{c3c5f384-f6a4-4596-9098-9b95a8c24d7a,
  abstract     = {The chapter concerns the supranational place branding by the Nordic countries. Earlier studies highlighlight the obstacles in supranational place branding initatives and the challanges for involved stakeholders’ to agree as geographical size and complexity increases. The branding initiative of the Nordic countries, executed by the Nordic Council of Ministers, represents a rare example of a group of nations that have agreed on a strategy. The purpose of the chapter is to develop knowledge on place branding by exploring significant antecedents and factors of the creation of the Nordic supranational place branding strategy. The analysis highlights the importance of the two-hundred years of interregional peace and established long-term political collaboration in official organs. Furthermore, the anlysis points to the significance of the heightened international interest in ‘Nordic’ culture, lifestyle, cuisine and politics. In addition, the analysis conveys a picture of a brand work that allowed the distinctive features of each country to present itself in both the supranational place branding strategy and the nation branding of the respective countries. Hence, the negotiation process and the strategy work can be characterized as productive, inclusive and pragmatic. Lastly, the study points to the importance of using a holistic perspective on the political governance context in supranational place branding initiatives including historical, cultural and societal antecedents, internal and external understanding of the countries, as well as contemporary contextual factors.},
  author       = {Eksell, Jörgen and Fjällhed, Alicia},
  editor       = {Cassinger, Cecilia and Lucarelli, Andrea and Gyimothy, Szilvia},
  keyword      = {platsmarknadsföring,platsvarumärkesstrategi,platsvarumärkning,Nordiska ministerrådet,supranational place branding,place brand strategy,the Nordic Council of Minsters,Place branding},
  language     = {eng},
  publisher    = {Edward Elgar Publishing},
  title        = {A Nordic perspective on supranational place branding},
  year         = {2019},
}