The branding of Scandinavia
In a current research program the focus in on branding of Scandinavian values, as part of the welfare model. We search for answers on how the Scandinavian culture has been articulated and communicated within the business community, from the 1950s and onwards. The focus is on how advertising agencies, designers, artisans and the organization itself have shaped the image of Scandinavia, by selecting certain values and aesthetic expression in order to create commercial advantages. The analysis compares various brands that have used Scandinavian values, where the airline industry SAS de facto dominated the marketing of Scandinavia until the 1970s. In a special survey, the view of Scandinavia among foreigners are studied. Thanks to a follow-up survey on a questionnaire study from the early 1970s, we will be able tell how the view of Scandinavia has shifted over time.
