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Nordic Branding: An Odyssey into the Nordic Myth Market

In: Nordic Consumer Culture

Author

Listed:
  • Lars Pynt Andersen

    (Aalborg University)

  • Dannie Kjeldgaard

    (University of Southern Denmark)

  • Frank Lindberg

    (Nord University Business School)

  • Jacob Östberg

    (Stockholm University)

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 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.

Suggested Citation

  • Lars Pynt Andersen & Dannie Kjeldgaard & Frank Lindberg & Jacob Östberg, 2019. "Nordic Branding: An Odyssey into the Nordic Myth Market," Springer Books, in: Søren Askegaard & Jacob Östberg (ed.), Nordic Consumer Culture, chapter 10, pages 213-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-04933-1_10
    DOI: 10.1007/978-3-030-04933-1_10
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