Nordic Branding: an Odyssey into the Nordic Myth Market

Lars Pynt Andersen; Dannie Kjeldgaard; Frank  Lindberg; Jacob Östberg

doi:10.1007/978-3-030-04933-1_10

Nordic Branding: an Odyssey into the Nordic Myth Market

Lars Pynt Andersen, Dannie Kjeldgaard, Frank Lindberg, Jacob Östberg

Institut for Kommunikation og Psykologi

Publikation: Bidrag til bog/antologi/rapport/konference proceeding › Bidrag til bog/antologi › Forskning › peer review

Abstract

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 exploring this through a journey from southern Denmark to northern Norway, via Stockholm.
The study was conducted as part of a collaborative project that focussed 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 the 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 multi-culturalism. 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 utilizing a mode of sanitized Nordic mythology.

Originalsprog	Engelsk
Titel	Nordic Consumer Culture : State, Market and Consumers
Redaktører	Søren Askegaaard, Jacob Östberg
Forlag	Palgrave Macmillan
Publikationsdato	2 mar. 2019
Sider	213-238
ISBN (Trykt)	978-3-030-04932-4
ISBN (Elektronisk)	978-3-030-04933-1
DOI	https://doi.org/10.1007/978-3-030-04933-1_10
Status	Udgivet - 2 mar. 2019

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Nordic Branding: an Odyssey into the Nordic Myth Market. / Andersen, Lars Pynt; Kjeldgaard, Dannie; Lindberg, Frank et al.
Nordic Consumer Culture: State, Market and Consumers. red. / Søren Askegaaard; Jacob Östberg. Palgrave Macmillan, 2019. s. 213-238.

Publikation: Bidrag til bog/antologi/rapport/konference proceeding › Bidrag til bog/antologi › Forskning › peer review

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Nordic Branding: an Odyssey into the Nordic Myth Market

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