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Nordic Branding: An Odyssey into the Nordic Myth Market
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-5447-3661
2019 (English)In: Nordic consumer culture: state, market and consumers / [ed] Søren Askegaard, Jacob Östberg, Cham, Switzerland: Palgrave Macmillan, 2019, p. 213-238Chapter in book (Refereed)
Abstract [en]

The idea of the Nordic has witnessed significant attention in popular culture globally. However, little has been done to explore how Nordic brand actors perceive and enact Nordic values. We set out to explore this through a journey from southern Denmark to northern Norway, via Stockholm. The study was conducted as part of a collaborative project that focused on how myths work as a foundation for developing Nordic branding strategies. The results identified several symbolic resources which also revealed a number of cultural tensions, e.g. balancing modern Nordic aesthetics with Viking imagery and Norse mythology; egalitarian inclusiveness with fine dining/haute cuisine culture; traditional gendered fashion with post-gendered/LBTQ fashion; and ethnocentrism with multiculturalism. We discuss how brand actors try to construct compromises of these tensions, so that Nordic values as expressed in brands and products are amenable to the market, with branding strategies utilising a mode of sanitised Nordic mythology.

Place, publisher, year, edition, pages
Cham, Switzerland: Palgrave Macmillan, 2019. p. 213-238
Keywords [en]
Advertising, Branding, Brands, Nordic branding, Mythology, Myths, Vikings
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-178414DOI: 10.1007/978-3-030-04933-1_10ISBN: 9783030049324 (print)ISBN: 9783030049331 (electronic)OAI: oai:DiVA.org:su-178414DiVA, id: diva2:1388883
Available from: 2020-01-28 Created: 2020-01-28 Last updated: 2020-01-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf