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 13: Branding on the Nordic margins: Greenland brand configurations

Carina Ren, Ulrik Pram Gad and Lill Rastad Bjørst

Abstract

In this chapter, we explore branding approaches and tensions at what we might term the margins of the Nordic, namely Greenland. We do so by zooming in on four different empirical sites: diplomacy, mining, tourism and the cultural industries. By taking a closer look at who gets to brand Greenland and in which configurations, we dig into issues of agency and legitimacy. While the first two sites display strong top-down and foreign agential characteristics, the next two sites are characterized by more local control of brand elements and narratives. In the tourism sector recent branding attempts have sought to attract a global audience beyond the usual Danish tourists. Using recent Visit Greenland activities, such as the “Pioneering Nation” campaign, we extrapolate various, partially contradictory, identity positions in this field. Finally, looking at the cultural industries of fashion and food, we argue that Greenland – largely as a result of decentralized, commercial decisions – is supplementing its “indigenous” brand, highlighting traditional handicraft and food production with a post-modern re-circulation of culinary and artisanal products as national symbols.

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