Building the slow adventure brand in the northern periphery

The widespread international interest in the Nordic region and the mobility of Nordic brand imaginaries call for more research into the global relevance of Nordic place-branding practices. This book offers a timely attempt to unpack the specificity of the Nordic in regard to place branding by gathering different transdisciplinary accounts written by researchers in marketing, tourism, geography, communication, sociology and political science.

Chapters are organized according to three themes of poetics, practices and politics, which deal with the construction, enactment and appropriation of the Nordic place brand and branding. The contributions consolidate Nordic place-branding scholarship and its scientific engagement with processes of de-politicization, consensus making, collaboration and transparency. At the same time, Nordic ideals, policies and values offer a critical lens to explore hitherto unexplored issues in place branding such as feminism, post-colonialism, sustainability and equality. Solidly grounded in contemporary geopolitical and sociocultural challenges within and beyond the Nordic region, The Nordic Wave in Place Branding will enhance theoretical, methodological and practitioner perspectives in international place branding.