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New book on Nordic Place Branding

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A new book, edited by Cecilia Cassinger, Andrea Lucarelli, and Szilvia Gyimóthy, explores the mobility of Nordic brand imaginaries and the global relevance of Nordic place branding practices.

The edited volume unpacks the specificity of Nordic brand imaginaries, practices, and their political consequences. 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 examine hitherto unexplored issues in place branding such as feminism, post-colonialism, sustainability, and social equality.

There is always a risk of stereotyping the Nordic and its mythical place qualities. This book dismantles this utopian idyll, and reveals how the Nordic countries deal with their own share of problems related to colonial history and territorial marginalisation. It will be of interest to advanced students of branding and place management, as well as policy-makers, regional developers, and researchers within the fields of tourism, destination marketing, branding, and media and communication.

Cassinger, C., Lucarelli, A., & Gyimóthy, S. (2019). The Nordic Wave in Place Branding: Poetics, Practices, Politics. Edward Elgar Publishing.