Branding Nordicity

Abstract

This article introduces the idea of brands to debates about Nordic models and identity. Understanding brands to be more strategic and stable than identities, the article shows how a Nordic brand was marketed during the Cold War, but has since been challenged and undermined by a number of pressures. Central to the Nordic brand have been ideas of Nordic ‘exceptionalism’—of the Nordics as being different from or better than the norm—and of the Nordic experience, norms and values as a model to be copied by others. In the post-Cold War period, key aspects of the Nordic brand have been challenged. On the one hand, elements of the Nordic elite appear to have forsaken the brand. On the other, broader recognition of a distinct Nordic brand is being undermined with the melding of Nordic with European practices and processes. The article concludes by asking whether the decline of the Nordic brand matters and further explores the link between Nordicity as a brand and as an identity.