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首页> 外文期刊>Journal of place management and development >Unpacking Nordic branding: the value regimes of Nordicness
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Unpacking Nordic branding: the value regimes of Nordicness

机译：打开北欧品牌：核的价值制度

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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.
机译：目的 - 本文旨在通过回答以下问题，在北欧品牌行动者通过北欧品牌演员的价值和价值谈判的复制理解的地位品牌理论：如何北欧品牌行动者拨出的核算如何以及在纳入哪些价值制度这个过程？设计/方法/方法 - 使用来自挪威，瑞典和丹麦的各种品牌演员和行业的现场数据，对北欧品牌性能的定性分析用于解压缩价值估值的谈判。调查结果 - 分析确定了由行业和国内订单与国内订单之间的妥协和争夺名称和市场的核定磋商的三个原则订单。结果表明，作为值得和紧张的原则，如何进行核算以及如何将有意义的方式作为“价值作为差异”的命题，因为它们在实践中由品牌演员执行。原创/价值 - 几项研究侧重于品牌如何“增加价值;”然而，很少有研究旨在解开如何谈判“价值宇宙”是如何更复杂的价值或“价值”的谈判。因此，这项研究开辟了品牌异质性，这意味着在中小型企业和其他中央利益攸关方之间的竞争概念和价值订单的认识;这可以进一步激励跨学科，基于价值的研究进入（产品）品牌的潜在意外，并在其他环境和地区放置品牌。

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