A Nordic perspective on supranational place branding

Eksell, Jörgen; Fjällhed, Alicia

doi:10.4337/9781788974325.00012

Cited by 2 publications

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“…One potential way further for Nordic branding practitioners is to develop a strategy “from below,” instead of the more top-down strategy described by Magnus (2016) and Eksell and Fjällhed (2019). To use some of the pinpointed common denominators identified in this study to develop the scalar dimensions from below could be beneficial.…”

Section: Discussionmentioning

confidence: 99%

“…The strategy was the first attempt to strategically brand the whole Nordic region and to coordinate a Nordic brand architecture. Eksell and Fjällhed (2019) trace how this strategy came to work after the Nordic Cool Festival in Washington, 2013. In the aftermath of this festival, the Nordic prime ministers “gave the green light to the creation of a common strategy.” One of the ideas was to minimize intrabrand competition and to facilitate cooperation and involvement among important stakeholders.…”

Section: Theory and Conceptsmentioning

confidence: 99%

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“Exotic, welcoming and fresh”: stereotypes in new Nordic branding

Sataøen

2021

JPMD

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Purpose Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors. Design/methodology/approach The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies. Findings The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people. Originality/value The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

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Section: Discussionmentioning

confidence: 99%

Section: Theory and Conceptsmentioning

confidence: 99%

“Exotic, welcoming and fresh”: stereotypes in new Nordic branding

Sataøen

2021

JPMD

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The Digital Hybridization of Ministries of Foreign Affairs

Bjola,

Kļaviņš

2024

The Oxford Handbook of Digital Diplomacy

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Drawing on assemblage theory, the chapter advances a novel theory of digital hybridization to explain the transformative impact of digital technology on the practice of diplomacy. We define digital hybridization as an ordering process by which new structures with a distinct internal logic (digital assemblages) are formed through the co-junction and co-evolution of digital and diplomatic components that ministries of foreign affairs (MFAs) combine in pursuit of their foreign policy objectives. After comparing the digital experience of six Nordic and Baltic MFAs, we have found evidence to distinguish between three different models of digital assemblages: the compact (Sweden and Denmark), the mosaic (Finland and Lithuania), and the canvas (Latvia and Estonia). The chapter contributes to the study of digital diplomacy by providing an account of how digital hybridization occurs, what happens as a result, and how digital diplomatic assemblages evolve.

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A Nordic perspective on supranational place branding

Cited by 2 publications

References 0 publications

“Exotic, welcoming and fresh”: stereotypes in new Nordic branding

“Exotic, welcoming and fresh”: stereotypes in new Nordic branding

The Digital Hybridization of Ministries of Foreign Affairs

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