Poetics, Practices, Politics
Edited by Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy
Chapter 6: Nordic, Scandinavia or Schondia? A commentary on Nordic brand constructions
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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