The Nordic wave in place branding: moving back and forth in time and space

Abstract

This introduction to the Nordic wave of place branding provides a background to the Nordic as a concept and its impact on and ongoing relation to place branding research and practice. It also introduces the three themes of poetics, practices, and politics around which the contributions in the book are organized. The contributions proceed from different understandings and ideals of the Nordic and Nordicity, which are used to frame place branding in various ways. The ocean wave is used throughout the book to metaphorically understand the Nordic as a movement whose size and boundaries flow back and forth in time and space, just like water. The contributors in the book surf the Northern waves in different directions towards increasing the knowledge of the Nordic brand and its implications for place branding.