A Nordic perspective on supranational place branding

• 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.

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

Nyckelord

platsmarknadsföring

platsvarumärkesstrategi

platsvarumärkning

Nordiska ministerrådet

supranational place branding

place brand strategy

the Nordic Council of Minsters

Place branding

Publikations- och innehållstyp

kap (ämneskategori)

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