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Article
Publication date: 22 February 2021

Lars Pynt Andersen, Frank Lindberg and Jacob Ostberg

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of…

Abstract

Purpose

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Design/methodology/approach

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

Findings

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Originality/value

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Content available
Article
Publication date: 30 August 2021

Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimothy

264

Abstract

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

Open Access
Article
Publication date: 4 March 2021

Hogne Lerøy Sataøen

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national…

1800

Abstract

Purpose

Ideas related to “the Nordic” are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries’ modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors.

Design/methodology/approach

The two guiding research questions are: How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies.

Findings

The analysis shows that clichés about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people.

Originality/value

The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Abstract

Details

Corporate Communications: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1356-3289

Abstract

Details

The Cryopolitics of Reproduction on Ice: A New Scandinavian Ice Age
Type: Book
ISBN: 978-1-83867-043-6

Book part
Publication date: 18 December 2020

Tore Tvarnø Lind

Through the prism of intimacy, this chapter discusses how experiences of pain and loss in relation to bereavement by suicide is expressed in the black metal music and lyrics by…

Abstract

Through the prism of intimacy, this chapter discusses how experiences of pain and loss in relation to bereavement by suicide is expressed in the black metal music and lyrics by Danish band Orm. Orm's 2019-album Ir ‘verdigris’, entangles the emotional complex and personal relations to the local, natural surroundings of the island Bornholm, including a named tree and lake, as well as local folklore and Norse mythology. As part of fieldwork, the author muddles with intimacy to define an approach sensitive enough to deal with strong and unspeakable emotions, including the idea of cultural intimacy and public embarrassment related to the issue of suicide. The author also reflects on how my participation in the pain of others informs the interpretation. The chapter suggests that Orm's black metal is doing important pain work, opening to listeners a path towards disembarrassment.

Details

Multilingual Metal Music: Sociocultural, Linguistic and Literary Perspectives on Heavy Metal Lyrics
Type: Book
ISBN: 978-1-83909-948-9

Keywords

Open Access
Article
Publication date: 23 June 2020

Jack S. Tillotson, Vito Tassiello, Alexandra S. Rome and Katariina Helaniemi

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive…

1977

Abstract

Purpose

The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna.

Design/methodology/approach

Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland.

Findings

The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively.

Originality/value

The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of “Finnishness” and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).

Details

Journal of Place Management and Development, vol. 14 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 5 September 2018

Marja Lindberg, Mikael Nygård and Fredrica Nyqvist

As a member of the Nordic welfare regime, Finland has been acknowledged for its encompassing family policies with high degrees of parental employment and low incidence of poverty…

Abstract

Purpose

As a member of the Nordic welfare regime, Finland has been acknowledged for its encompassing family policies with high degrees of parental employment and low incidence of poverty. During recent years, however, sluggish growth, high levels of unemployment and recurrent austerity measures have gradually undermined the economic security of families, notably among single-parent and multi-child families, and this has put families under increasing strain and increased the risks of poverty, inequality and other forms of ill-being. The paper aims to discuss these issues.

Design/methodology/approach

In this paper, the authors investigate risks and coping strategies and well-being of Finnish families with children. Family well-being is defined as an umbrella concept covering economic, social or psychological well-being and physical health. The data consist of 22 qualitative semi-structured interviews with parents from the region of Ostrobothnia in Finland and were collected in the winter of 2016–2017.

Findings

Based on the findings, the authors argue that the risks the families in Finland confront are linked to lower well-being, most notably for families encountering sickness, unemployment or divorce. The findings also show that parents have to employ various coping strategies themselves and that the society’s support is insufficient.

Originality/value

This paper, thus, contributes to the literature on the effects of austerity policies on families by focussing on the consequences on family well-being, but also on the risks that families face and the coping mechanisms they use for handling with these risks.

Details

International Journal of Sociology and Social Policy, vol. 38 no. 11/12
Type: Research Article
ISSN: 0144-333X

Keywords

Article
Publication date: 8 September 2022

Jonatan Leer and Camilla Hoff-Jørgensen

This article explores consumers' attitudes to the trend of gourmet burgers, notably the gourmet burgers' combination of highbrow food (gourmet) and lowbrow food (fast food). The…

Abstract

Purpose

This article explores consumers' attitudes to the trend of gourmet burgers, notably the gourmet burgers' combination of highbrow food (gourmet) and lowbrow food (fast food). The authors use the case of the NOMA cheeseburger from the iconic New Nordic restaurant NOMA.

Design/methodology/approach

The data set consists of interviews (n = 20) with urban Danish consumers attending the NOMA burger pop-up.

Findings

The analysis highlights an acceptance among informants of “gourmetfied” burgers. This signals a change in the culinary status of burgers in Danish food culture. The authors also discovered some ambivalence in relation to the highbrow-lowbrow negotiations: while all informants celebrate the casualization of NOMA during the burger pop-up, half of the informants found the burger underwhelming: it did not live up to the edginess of the NOMA brand.

Practical implications

The authors believe this research can inform people working with culinary highbrow-lowbrow mix in their food designs, notably in relation to developing and matching the relation between symbolic and material aspects of the food design.

Originality/value

The authors argue that the concept of transgression can help us theorize how consumers accept, refuse, and negotiate boundaries in relation to gourmet burgers, and more generally between food consumption mixing highbrow and lowbrow elements. More particularly, the authors propose to distinguish between symbolic, social, and material transgressions. This perspective might also be interesting for practitioners in the field.

Details

British Food Journal, vol. 125 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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