Nordic Branding: an Odyssey into the Nordic Myth Market

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

Publikation: Bidrag til bog/antologi/rapport/konference proceedingBidrag til bog/antologiForskningpeer review


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.
TitelNordic Consumer Culture : State, Market and Consumers
RedaktørerSøren Askegaaard, Jacob Östberg
ForlagPalgrave Macmillan
Publikationsdato2 mar. 2019
ISBN (Trykt)978-3-030-04932-4
ISBN (Elektronisk)978-3-030-04933-1
StatusUdgivet - 2 mar. 2019


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