The Nordic Wave in Place Branding
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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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Chapter 6: Nordic, Scandinavia or Schondia? A commentary on Nordic brand constructions

Andrea Lucarelli


The short commentary reflects on the difference between the two different terms Nordic and Scandinavia in relation to their contemporary and ancient usage in the geo-political, economic and cultural domains. More specifically, based on personal research about the history of branding, the commentary draws on the representation of the city of Stockholm and its position in the Nordic region in order to assess its veracity and in an attempt to demystify the contemporary brands myth and contextualize its mythological trajectory.

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