Branding on the Nordic margins:Greenland brand configurations
In this chapter, we explore branding approaches and tensions at what we might term the margins of the Nordic, namely Greenland. We do so by zooming in on four different empirical sites: diplomacy, mining, tourism and the cultural industries. By taking a closer look at who gets to brand Greenland and...
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Edward Elgar Publishing
2019
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ftalborgunivpubl:oai:pure.atira.dk:publications/19f712f1-ce55-4850-bcfd-b412a1ede2b4 2024-09-30T14:31:10+00:00 Branding on the Nordic margins:Greenland brand configurations Ren, Carina Bregnholm Gad, Ulrik Pram Bjørst, Lill Rastad Lucarelli, Andrea Cassinger, Cecilia Gyimóthy, Szilvia 2019-12-20 https://vbn.aau.dk/da/publications/19f712f1-ce55-4850-bcfd-b412a1ede2b4 https://doi.org/10.4337/9781788974325.00024 https://www.e-elgar.com/shop/the-nordic-wave-in-place-branding eng eng Edward Elgar Publishing https://vbn.aau.dk/da/publications/19f712f1-ce55-4850-bcfd-b412a1ede2b4 urn:ISBN:9781788974318 info:eu-repo/semantics/closedAccess Ren , C B , Gad , U P & Bjørst , L R 2019 , Branding on the Nordic margins : Greenland brand configurations . in A Lucarelli , C Cassinger & S Gyimóthy (eds) , The Nordic Wave in Place Branding : Poetics, Practices, Politics . Edward Elgar Publishing , pp. 160-174 . https://doi.org/10.4337/9781788974325.00024 Arctic Greenland Branding Nordic Nordic branding Culture PDAC Extractive industries Tourism diplomacy denmark bookPart 2019 ftalborgunivpubl https://doi.org/10.4337/9781788974325.00024 2024-09-19T00:52:41Z In this chapter, we explore branding approaches and tensions at what we might term the margins of the Nordic, namely Greenland. We do so by zooming in on four different empirical sites: diplomacy, mining, tourism and the cultural industries. By taking a closer look at who gets to brand Greenland and in which configurations, we dig into issues of agency and legitimacy. While the first two sites display strong top-down and foreign agential characteristics, the next two sites are characterized by more local control of brand elements and narratives. In the tourism sector recent branding attempts have sought to attract a global audience beyond the usual Danish tourists. Using recent Visit Greenland activities, such as the “Pioneering Nation” campaign, we extrapolate various, partially contradictory, identity positions in this field. Finally, looking at the cultural industries of fashion and food, we argue that Greenland – largely as a result of decentralized, commercial decisions – is supplementing its “indigenous” brand, highlighting traditional handicraft and food production with a post-modern re-circulation of culinary and artisanal products as national symbols. Book Part Arctic Greenland Aalborg University's Research Portal Arctic Greenland 160 174 |
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Open Polar |
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Aalborg University's Research Portal |
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ftalborgunivpubl |
language |
English |
topic |
Arctic Greenland Branding Nordic Nordic branding Culture PDAC Extractive industries Tourism diplomacy denmark |
spellingShingle |
Arctic Greenland Branding Nordic Nordic branding Culture PDAC Extractive industries Tourism diplomacy denmark Ren, Carina Bregnholm Gad, Ulrik Pram Bjørst, Lill Rastad Branding on the Nordic margins:Greenland brand configurations |
topic_facet |
Arctic Greenland Branding Nordic Nordic branding Culture PDAC Extractive industries Tourism diplomacy denmark |
description |
In this chapter, we explore branding approaches and tensions at what we might term the margins of the Nordic, namely Greenland. We do so by zooming in on four different empirical sites: diplomacy, mining, tourism and the cultural industries. By taking a closer look at who gets to brand Greenland and in which configurations, we dig into issues of agency and legitimacy. While the first two sites display strong top-down and foreign agential characteristics, the next two sites are characterized by more local control of brand elements and narratives. In the tourism sector recent branding attempts have sought to attract a global audience beyond the usual Danish tourists. Using recent Visit Greenland activities, such as the “Pioneering Nation” campaign, we extrapolate various, partially contradictory, identity positions in this field. Finally, looking at the cultural industries of fashion and food, we argue that Greenland – largely as a result of decentralized, commercial decisions – is supplementing its “indigenous” brand, highlighting traditional handicraft and food production with a post-modern re-circulation of culinary and artisanal products as national symbols. |
author2 |
Lucarelli, Andrea Cassinger, Cecilia Gyimóthy, Szilvia |
format |
Book Part |
author |
Ren, Carina Bregnholm Gad, Ulrik Pram Bjørst, Lill Rastad |
author_facet |
Ren, Carina Bregnholm Gad, Ulrik Pram Bjørst, Lill Rastad |
author_sort |
Ren, Carina Bregnholm |
title |
Branding on the Nordic margins:Greenland brand configurations |
title_short |
Branding on the Nordic margins:Greenland brand configurations |
title_full |
Branding on the Nordic margins:Greenland brand configurations |
title_fullStr |
Branding on the Nordic margins:Greenland brand configurations |
title_full_unstemmed |
Branding on the Nordic margins:Greenland brand configurations |
title_sort |
branding on the nordic margins:greenland brand configurations |
publisher |
Edward Elgar Publishing |
publishDate |
2019 |
url |
https://vbn.aau.dk/da/publications/19f712f1-ce55-4850-bcfd-b412a1ede2b4 https://doi.org/10.4337/9781788974325.00024 https://www.e-elgar.com/shop/the-nordic-wave-in-place-branding |
geographic |
Arctic Greenland |
geographic_facet |
Arctic Greenland |
genre |
Arctic Greenland |
genre_facet |
Arctic Greenland |
op_source |
Ren , C B , Gad , U P & Bjørst , L R 2019 , Branding on the Nordic margins : Greenland brand configurations . in A Lucarelli , C Cassinger & S Gyimóthy (eds) , The Nordic Wave in Place Branding : Poetics, Practices, Politics . Edward Elgar Publishing , pp. 160-174 . https://doi.org/10.4337/9781788974325.00024 |
op_relation |
https://vbn.aau.dk/da/publications/19f712f1-ce55-4850-bcfd-b412a1ede2b4 urn:ISBN:9781788974318 |
op_rights |
info:eu-repo/semantics/closedAccess |
op_doi |
https://doi.org/10.4337/9781788974325.00024 |
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160 |
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174 |
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1811635819523342336 |