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Unpacking Nordic branding: the value regimes of Nordicness
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-5447-3661
2021 (English)In: Journal of Place Management and Development, ISSN 1753-8335, E-ISSN 1753-8343, Vol. 14, no 3, p. 362-378Article in journal (Refereed) Published
Abstract [en]

Purpose

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Design/methodology/approach

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

Findings

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Originality/value

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Place, publisher, year, edition, pages
2021. Vol. 14, no 3, p. 362-378
Keywords [en]
Pragmatic Sociology, Moral Affordances, Nordic Branding, Nordic Place Branding, Nordicness, Value Regimes
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-191545DOI: 10.1108/JPMD-12-2019-0113ISI: 000623334600001OAI: oai:DiVA.org:su-191545DiVA, id: diva2:1539731
Available from: 2021-03-25 Created: 2021-03-25 Last updated: 2022-02-25Bibliographically approved

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Östberg, Jacob

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Citation style
  • apa
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Output format
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