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首页> 外文期刊>Journal of place management and development >'Exotic, welcoming and fresh': stereotypes in new Nordic branding
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'Exotic, welcoming and fresh': stereotypes in new Nordic branding

机译：'异国情调，热情和新鲜'：新北欧品牌的刻板印象

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Purpose - Ideas related to "the Nordic" are important in the reconstruction of national identities in Denmark, Finland, Iceland, Norway and Sweden, and these countries' modern national narratives are structurally highly similar. At the same time, there are clear differences between the Nordic countries regarding their national images. The purpose of this study is to a examine the relationship between ideas of the Nordic and national images through a qualitative study of brand manifestations on Nordic web portals for foreign visitors. Design/methodology/approach - The two guiding research questions are How do Nordic branding strategies and national stereotypes impact on nation-branding content toward visitors in the Nordic region? What traces of the Nordic as a supranational concept can be found when the Nordic is translated into concrete national brand manifestations? The analysis focuses on brand manifestations such as brand visions, codes of expression, differentiation, narrative identity and ideologies. Findings - The analysis shows that cliches about the nations prevail in contemporary brand material and that Nordic branding strategies impact on the portals in diffuse and implicit ways. There are, however, some important common denominators, pointing toward a new Nordic brand related to exotic, untouched yet easily accessible nature, with a focus on pure, fresh and clean food with new tastes, in combination with happy and welcoming people. Originality/value - The results from the study contribute with insight in how ideas of the Nordic on a supranational level transform when used in concrete and practical branding material. Further, this paper proposes a new Nordic branding focus, which contests traditional Nordic ideas.
机译：目的 - 与“北欧”有关的想法在丹麦，芬兰，冰岛，挪威和瑞典的国家身份重建，这些国家的现代民族叙述是在结构上非常相似的。与此同时，北欧国家有关其国家形象的明显差异。本研究的目的是通过对外国游客北欧网络门户网站的品牌表现的定性研究来研究北欧和民族形象的思想之间的关系。设计/方法/方法 - 两种指导研究问题是北欧品牌战略和国家刻板印象对北欧地区的游客对国家品牌内容的影响？当北欧翻译成具体的国家品牌表现时，可以找到北欧的北欧的哪些痕迹？该分析侧重于品牌表现形式，如品牌愿景，表达守则，差异化，叙事身份和意识形态。调查结果 - 分析表明，关于该国家的陈词滥调在当代品牌材料中普遍存在，北欧品牌战略对漫射和隐含方式的门户影响。然而，有一些重要的常见常见定义者，指向一个与异国情调，无情，易于访问的性质有关的新北欧品牌，专注于纯净，清新和干净的食物，新鲜味，与幸福和欢迎的人组合。原创性/价值 - 研究结果有助于了解在混凝土和实用品牌材料中使用时北欧的思想对北欧的思想。此外，本文提出了一种新的北欧品牌焦点，这些重点是传统的北欧想法。

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