Nordic Branding: an Odyssey into the Nordic Myth Market

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

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-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 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.
Original languageEnglish
Title of host publicationNordic Consumer Culture : State, Market and Consumers
EditorsSøren Askegaaard, Jacob Östberg
PublisherPalgrave Macmillan
Publication date2 Mar 2019
ISBN (Print)978-3-030-04932-4
ISBN (Electronic)978-3-030-04933-1
Publication statusPublished - 2 Mar 2019


  • Nordic branding
  • Advertising
  • Nordic Region
  • Branding
  • Vikings
  • Norse mythology


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