Riding the Nordic Wave: The role of the Nordic brand in branding the region's capital cities
Hakkarainen, Mikko (2023)
Hakkarainen, Mikko
2023
Kauppatieteiden maisteriohjelma - Master's Programme in Business Studies
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
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Hyväksymispäivämäärä
2023-03-16
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202302212557
https://urn.fi/URN:NBN:fi:tuni-202302212557
Tiivistelmä
In recent decades, the Nordic region has become increasingly interesting in the eyes of the world. It has gained recognition for embodying a set of progressive values and lifestyles that are currently in high demand globally. Nordic cities have become strong representatives of the Nordic brand on the global stage as the megatrend of urbanization has made cities important drivers of economic development and moral thought-leadership. To maintain the high standard of Nordic welfare states, it is essential for the Nordic region, its nations, and cities to be competitive and attractive in the eyes of investors, relocating talent and visitors alike. The purpose of this study is to understand what kind of role(s) the Nordic brand plays in the branding of the Nordic capital cities. To find answers to the research question, the branding practices of the Nordic brand and the city branding strategies and practices of Nordic capital cities are explored.
In the theory section of this study, the relevant literature on the relatively young academic field of city branding is reviewed. Furthermore, to understand the ways in which the Nordic brand is actively or passively made us of in the branding of the Nordic capital cities, literature around brand architecture and spillover effects between connected brands is explored. The resulting theoretical framework combines theoretical thinking around place branding, umbrella branding and spillover effects. The study was conducted using abduction as an approach for knowledge creation and thus the theoretical framework was reviewed and iterated throughout the research process.
As existing literature around city branding has been deemed insufficient and lacks theoretical and conceptual frameworks, qualitative research that is more exploring in nature suited the needs of this study well. 12 experts and practitioners from two Nordic capital cities were interviewed to gain an understanding on the phenomenon. The empirical evidence gained from the interviews was coded and analyzed using the Gioia method. During the analytical process, 69 first order codes, six second order themes and two overall dimensions were recognized from the research data.
The analysis revealed six different roles that the Nordic brand either actively or passively plays in the branding of Nordic capital cities. The roles are: the Connector, the Curator, the Quality Label, the Homogenizer, the Satisficer and the Excluder. Some of these roles are already actively played out in Nordic capital city branding, some are underutilized according to the empirical evidence of the study. The findings suggest that certain roles identified in the relationship between the Nordic brand and the branding efforts of the Nordic capital cities may be perceived as beneficial and could be leveraged for the benefit of the cities, while others may be viewed as detrimental to their city branding efforts.
The conclusion of the study summarizes the key findings of the research and the implications it could have in managing the Nordic brand and the Nordic capital city brands. Based on the empirical evidence, the Nordic brand is clearly an asset in the branding of the Nordic capital cities and suggestions on how to maximize the benefits it brings forth and how to mitigate its more harmful spillover effects are presented.
In the theory section of this study, the relevant literature on the relatively young academic field of city branding is reviewed. Furthermore, to understand the ways in which the Nordic brand is actively or passively made us of in the branding of the Nordic capital cities, literature around brand architecture and spillover effects between connected brands is explored. The resulting theoretical framework combines theoretical thinking around place branding, umbrella branding and spillover effects. The study was conducted using abduction as an approach for knowledge creation and thus the theoretical framework was reviewed and iterated throughout the research process.
As existing literature around city branding has been deemed insufficient and lacks theoretical and conceptual frameworks, qualitative research that is more exploring in nature suited the needs of this study well. 12 experts and practitioners from two Nordic capital cities were interviewed to gain an understanding on the phenomenon. The empirical evidence gained from the interviews was coded and analyzed using the Gioia method. During the analytical process, 69 first order codes, six second order themes and two overall dimensions were recognized from the research data.
The analysis revealed six different roles that the Nordic brand either actively or passively plays in the branding of Nordic capital cities. The roles are: the Connector, the Curator, the Quality Label, the Homogenizer, the Satisficer and the Excluder. Some of these roles are already actively played out in Nordic capital city branding, some are underutilized according to the empirical evidence of the study. The findings suggest that certain roles identified in the relationship between the Nordic brand and the branding efforts of the Nordic capital cities may be perceived as beneficial and could be leveraged for the benefit of the cities, while others may be viewed as detrimental to their city branding efforts.
The conclusion of the study summarizes the key findings of the research and the implications it could have in managing the Nordic brand and the Nordic capital city brands. Based on the empirical evidence, the Nordic brand is clearly an asset in the branding of the Nordic capital cities and suggestions on how to maximize the benefits it brings forth and how to mitigate its more harmful spillover effects are presented.