Purpose

This paper aims to develop place branding theory toward the accommodation of a multifaceted understanding of value and value negotiation by Nordic branding actors by way of answering the following question: How is Nordicness appropriated by Nordic branding actors and what value regimes are drawn on in the process?

Design/methodology/approach

Using field data from a selection of branding actors and sectors in Norway, Sweden and Denmark, a qualitative analysis of Nordic branding performances is used to unpack the negotiations of valuation of worth.

Findings

The analysis identified three principle orders of worth behind Nordicness (civic, green and inspired) that are negotiated through compromises between orders of industry and domestic and by contesting the orders of fame and market. The findings indicate how Nordicness is performed as principle worths and tensions and how these are rendered meaningful as propositions of “value as difference” as they are performed in practice by brand actors.

Originality/value

Several studies focus on how place branding “adds value;” however, few studies have been aimed at unpacking how a “value universe” is negotiated as a more complex understanding of worth or “value.” This study thus opens up for branding heterogeneity, which signifies awareness of competing notions and orders of worth among small- and medium-sized enterprises and other central stakeholders; this could further inspire interdisciplinary, value-based research into the potential contingencies of (product) branding and place branding in other contexts and regions.

中文翻译：

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揭开北欧品牌的面纱：北欧的价值体系

目的

本文旨在通过回答以下问题来发展地方品牌理论，以适应北欧品牌参与者对价值和价值谈判的多方面理解：北欧品牌参与者如何利用北欧以及在此过程中借鉴了哪些价值体系?

设计/方法/方法

使用来自挪威、瑞典和丹麦的精选品牌参与者和行业的现场数据，对北欧品牌表现的定性分析用于展开价值评估谈判。

发现

分析确定了北欧背后的三个主要价值秩序（公民、绿色和启发），它们是通过工业和国内秩序之间的妥协以及通过竞争名誉和市场秩序来协商的。研究结果表明，北欧是如何作为原则价值和张力来表现的，以及这些作为“价值作为差异”的命题是如何被赋予意义的，因为它们是由品牌参与者在实践中执行的。

原创性/价值

一些研究关注地方品牌如何“增加价值”；然而，很少有研究旨在解开“价值世界”是如何作为对价值或“价值”的更复杂理解进行谈判的。因此，这项研究为品牌异质性开辟了道路，这意味着意识到中小企业和其他核心利益相关者之间存在竞争的观念和价值秩序；这可以进一步激发跨学科的、基于价值的研究（产品）品牌的潜在偶然性，并将品牌置于其他环境和地区。