ABSTRACT

In the past 20 years, the Nordic region has fostered a distinct place branding scholarship and practice. This paper briefly revisits hallmark contributions that founded and shaped Nordic place branding and argues that by today, the Nordic approach earned widespread international acknowledgement. The Nordic region offers more than a regional context of place branding; its cultural and geo-political idiosyncrasies greatly affect the axiological position of place branding research. By positioning Nordic place branding research on the global scene, the paper outlines the contours of a hybrid scholarly approach (the Nordic wave), which bridges across managerial and critical schools of branding and promotes a more extroverted knowledge collaboration with branding practitioners. The paper concludes with discussing the potential the NordicWave for future place branding endeavours.

摘要

在过去的20年中，北欧地区在品牌奖学金和实践方面树立了独特的地位。本文简要回顾了建立和塑造北欧地方品牌的标志性贡献，并指出，到今天，北欧方式已赢得了广泛的国际认可。北欧地区提供的不仅仅是地方品牌的区域性内容。其文化和地缘政治特质极大地影响了场所品牌研究的价值论地位。通过将北欧地方品牌研究定位于全球场景，本文概述了混合学术方法的轮廓（北欧浪潮），它跨越了品牌管理和关键学校之间的桥梁，并促进了与品牌从业者之间更为外向的知识合作。本文最后讨论了NordicWave在未来场所品牌推广方面的潜力。