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- Laven, Daniel, 1973-, et al.
(författare)
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Building the slow adventure brand in the northern periphery
- 2019
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Ingår i: The Nordic Wave in Place Branding. - : Edward Elgar Publishing. - 978 1 78897 431 8 - 9781788974325 ; , s. 76-90
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Bokkapitel (refereegranskat)abstract
- This chapter introduces the SAINT project and the slow adventure concept. The core pillars of the ‘slow adventure’ brand include elements such as human-powered slow journeys, inspiring connectedness with nature, wildlife watching opportunities, nature interpretation, local, wild or slow food as well as the honing of outdoor skills. These core pillars (or themes) are highly relevant to small and medium-sized enterprises (SMEs) involved in the SAINT project and constitute the essence of ‘slow adventure’ as a product concept. Typical nature-based activities available across the project area include expeditions into nature, overnight stays combined with nature experiences, wildlife viewing, hiking, recreational kayaking, canoeing and rowing, outdoor photography, as well as slow cooking and foraging. Most importantly, the ‘slow adventure’ product concept shapes the marketing message of the transnational cluster and brand, which companies can use to develop their product and reach the market. The chapter concludes by discussing the implications of these marketing and cluster activities within the Nordic tourism context.
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| 2. |
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| 3. |
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| 4. |
- Cassinger, Cecilia, et al.
(författare)
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The Nordic wave in place branding : A manifesto
- 2019
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Ingår i: The Nordic wave in place branding : poetics, practices, politics - poetics, practices, politics. - 978 1 78897 431 8 ; , s. 236-236
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Bokkapitel (refereegranskat)
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| 5. |
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| 6. |
- Edlom, Jessica, 1972-
(författare)
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Sparking the Nordic music brand
- 2019
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Ingår i: The Nordic Wave in Place Branding. - : Edward Elgar Publishing. - 9781788974318 - 9781788974325 ; , s. 39-53
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Bokkapitel (refereegranskat)abstract
- Today, the Nordic countries are successful exporters of popular music and looked upon as influential on the music scene. This chapter examines the role that music plays in building the Nordic nation brands. The study focuses on two cases during 2016 and 2018 at the festival South by Southwest in Austin, US, where the Nordic countries collaborated in branding the region. The work was done by many actors, both public and private organisations, with common branding objects but also with own commercial objects. This chapter investigates the underlying cultural export, branding strategies and the brand management and leadership of the Nordic music brand. It is concluded that in order to succeed, the cooperation between the countries relied on common and clearly defined values, a thorough strategy, successful and shared leadership and not least a collaborative, inclusive modus and an ever-expanding network.
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| 7. |
- Heith, Anne
(författare)
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Nordic place branding from an indigenous perspective
- 2019
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Ingår i: The Nordic Wave in Place Branding. - Cheltenham UK, Northampton, MA, USA : Edward Elgar Publishing. - 9781788974318 - 9781788974325 ; , s. 221-226
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Bokkapitel (refereegranskat)abstract
- In the present chapter an indigenous perspective on Nordic Place Branding is attempted to bring to the fore, especially by focusing on Sámi and Sápmi. Today the Sámi Parliaments of the Scandinavian countries take an active interest in issues related to the branding and marketing of Sámi culture. This implies that Sámi agency and entrepreneurship are highlighted as essential elements of sustainable and ethically responsible tourism. As the ethical guidelines developed by the Sámi Parliament in Inari show, there is no tolerance of exploitation of elements from Sámi culture or dissemination of top-down, ridiculing images and narratives of the Sámi. This new narrative of Sámi entrepreneurship in the tourist industry co-exists with Sámi anticolonial protest against plans to use the lands of the Sámi, be it for the establishment of mines, wind power parks in the mountains, or the marketing of hunting trips to areas used by reindeer herders. As an indigenous people the Sámi have a claim on the land. Land use, as well as immaterial and material culture, are potentially attractive assets which may stimulate branding and marketing of tourism in Sápmi by the Sámi themselves.
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