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Szilvia Gyimóthy

This commentary synthesises the common denominators of emergent Nordic place-making practices illustrated by the kaleidoscopic collection of cases in Part II of the book. The chapter addresses distinct tactical, strategic and aesthetic performances along which place brands on high latitudes are conceived and re-framed for global markets. It is argued that contemporary Nordic place-making practices are characterised by tactical ruralism, which enables creative translations and eclectic cross-appropriations between cosmopolitan consumer cultures and local manifests. Furthermore, initially modest local branding capacities are enhanced by deploying unconventional or translocal place-making resources. The implications and controversies rooted in inclusive and networked actor constellations are discussed.

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Edited by Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy

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Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy

This introduction to the Nordic wave of place branding provides a background to the Nordic as a concept and its impact on and ongoing relation to place branding research and practice. It also introduces the three themes of poetics, practices, and politics around which the contributions in the book are organized. The contributions proceed from different understandings and ideals of the Nordic and Nordicity, which are used to frame place branding in various ways. The ocean wave is used throughout the book to metaphorically understand the Nordic as a movement whose size and boundaries flow back and forth in time and space, just like water. The contributors in the book surf the Northern waves in different directions towards increasing the knowledge of the Nordic brand and its implications for place branding.

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Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy

The aim of this final chapter is to assemble the key insights of the contributions in the book into a comprehensible Nordic approach towards place branding that can be distinguished from other approaches in the field. Nordic place branding is situated conceptually, empirically and epistemologically in the field by offering a manifesto for research in which the peculiarity of the Nordic, as we have come to know it in the contributions to this book, is outlined. We outline a Nordic place branding manifesto composed by different floating elements that, despite being part of the same ocean of place branding, are taken in different directions by different meteorological conditions, via different waves (i.e. different concepts, empirical cases and methodologies in the chapters). These waves, while being located and centred around a specific area, due to their liquid properties, spread into different areas of the ocean and may thus encounter or merge with waves that are directed towards different shores (i.e. continental or European approaches).

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The Nordic Wave in Place Branding

Poetics, Practices, Politics

Edited by Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy

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.
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Carina Ren, Szilvia Gyimóthy, Martin Trandberg Jensen, Dejan Križaj and Miha Bratec