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Det nordiska perspektivet

The Nordic Perspective

På svenska

Author

  • Alicia Fjällhed

Summary, in English

This study examines the relatively unexplored field of regional branding that stretches over several entire sovereign states, further referred to as transnational branding. The purpose of this study is to contribute to the knowledge about transnational branding in particular and place branding in general through a case study, including interviews and document analysis, of a transnational brand – the Nordic region. The transnational brands necessary pre-existing conditions, how this co-strategy may be accomplished and potential consequences for included states, is examined through a theoretical framework with focus on place branding and strategic communication. The analysis indicate that the transnational region is in need of a common identity and need to involve a central decision-making authority as well as persons with knowledge of place branding and the nation which they represent. The process of creating a joint strategy should include internal and external stakeholders, aiming at identifying a unifying core message and inspire a relationship-focus throughout the process. Finally, it seems that included states has a lot to gain from engaging in transnational branding. This study argues that place branding in general, and co-operative place branding in particular, have a lot to gain from taking a strategic communications perspective throughout the process – a shared core idea may contribute to consistency in the conversations about the place.

Publishing year

2015

Language

Swedish

Document type

Student publication for Bachelor's degree

Topic

  • Social Sciences

Keywords

  • place branding
  • Strategic communication
  • transnational branding
  • nation branding
  • regional branding
  • the Nordic region
  • Strategisk kommunikation
  • platsvarumärke
  • transnationellt platsvarumärke
  • regionalt platsvarumärke
  • nationellt platsvarumärke
  • Norden
  • kommunikation
  • communication

Supervisor

  • Jörgen Eksell (Assistant Professor)