Nordic Wave in Place Branding

Edited by Cecilia Cassinger, Senior Lecturer, Lund University, Andrea Lucarelli, Senior Lecturer, Stockholm University, Sweden and Szilvia Gyimóthy, Associate Professor, Copenhagen Business School, Denmark

'Surfing the Nordic wave allows readers to engage with a much-needed tide of fresh perspectives on place branding, moving through geographical scales and disciplines. Relying on engaged scholarship, the book will be of interest to a wider audience beyond the Nordic borders and particularly to those concerned with critical marketing and management, local and regional development, or urban policy and planning.'--Chiara Rabbiosi, University of Padua, Italy'Nordic ideas and values appear to have pervaded almost every aspect of life: politics, human relationships with the environment, lifestyle, design, cuisine, the arts ...nothing it seems has been untouched by the so-called ''Nordic wave''. The editors have carefully assembled a wealth of academics to unpack Nordic place branding, producing an end result of considerable breadth and depth in its scholarship.'--Dominic Medway, Manchester Metropolitan University, UK'As opposed to many handbooks on place branding, this book has the serious intent to address critical and complex questions, rather than just practical ones. At the same times it has successfully avoided the stereotype of the Nordic as a brand concept, or as a region with mythical qualities. That is as I see it, a hallmark of scholarly craftmanship.'--Per Olof Berg, Stockholm University, Sweden

• Contents:Foreword: towards a Nordic manifesto by Britt Kramvig xixPreface xxiii1 The Nordic wave in place branding: moving back and forth intime and space 1Cecilia Cassinger, Andrea Lucarelli and Szilvia GyimóthyPART I POETICS OF NORDICITY2 Reinvention through Nordicness: values, traditions, and terroir 11Lars Pynt Andersen, Frank Lindberg and Jacob Östberg3 A Nordic perspective on supranational place branding 25Jörgen Eksell and Alicia Fjällhed4 Sparking the Nordic music brand 39Jessica Edlom5 Size matters! Insights from the municipalities of Gothenburgand Sorsele 54Sara Brorström, Sarah Degerhammar andKristina Tamm Hallström6 Nordic, Scandinavia or Schondia? A commentary on Nordicbrand constructions 68Andrea LucarelliPART II NORDIC PLACE-MAKINGPRACTICES7 Building the slow adventure brand in the northern periphery 76Daniel Laven, Tatiana Chekalina, Matthias Fuchs,Lusine Margaryan, Peter Varley and Steve Taylor8 Nordic landscapes in collaborative place-makinginterventions 91Anne Marit Waade, Jens Christian Pasgaard,Mathias Meldgaard and Tom Nielsen9 Translocal communities and their implications for placebranding 109Rikke Brandt Broegaard, Karin Topsø Larsen andLene Havtorn Larsen10 THE PRISON: from liability to asset in branding of theDanish city Horsens 124Ole Have Jørgensen11 Branding S.mi tourism: practices of indigenous participationand place-making139Susanna Heldt Cassel12 Tactical ruralism: a commentary on Nordic place-makingpractices 153Szilvia GyimóthyPART III POLITICS OF DISRUPTIVE NORDIC PLACEBRANDING13 Branding on the Nordic margins: Greenland brandconfigurations 160Carina Ren, Ulrik Pram Gad and Lill Rastad Bjørst14 Gastro Scandinavism: the branding of New Nordic Cuisine asa discursive space for forging new identities 175Kim Simonsen15 Appropriation of the Nordic brand in the Estonian politicaldiscourse 1997–2017: consistencies and contestations 191Piia Tammpuu, Külliki Seppel and Kadri Simm16 Phantasmal brand Sweden and make-believein political speech 207Mikael Andéhn17 Nordic place branding from an indigenous perspective 221Anne Heith18 Market-mediatedfeminism and the Nordic: a commentary onthe political dimension of place branding 227PART IV CONCLUSION19 The Nordic wave of place branding: a manifesto 236Cecilia Cassinger, Andrea Lucarelli and Szilvia GyimóthyAfterword: riding the Nordic wave in place branding – or does theNordic exist and will it travel? by Mihalis Kavaratzis 244Index 249