Project description

In scholarship, there is no shortage of glowing descriptions of the region’s global performance. The Nordics are ‘moral superpowers’ (Dahl 2006), ‘agents of a world common good’ (Bergman 2007), ‘havens of gender equality’ (UN-CEDAW 2003), and the ‘referent’ for welfare states (Esping-Andersen?1990).

Our starting point was that these striking and consistent descriptions of the Nordics were suggestive of a “brand” – specific, simple, and stable. These statements, however correct or not, can be themselves treated as research objects. We can ask how and why did these ideas and narratives of exceptionalism emerge? Who drove their development? And how are they used strategically in politics and practice?

The project also seeks to advance the theory of branding, particularly its use as?an analytical concept.

Organisation of the group

The coordinating institutions was from the University of Oslo's Faculty of Law, Faculty of Social Sciences, Faculty of Humanities, and Centre for Environment and Development (SUM).

The administering institution was at the Department of Public and International Law and the Forum for Law and Social Science is the host research group. Other University of Oslo departments involved included the Department of Criminology and Sociology of Law? and Norwegian Centre for Human Rights.

Our group researches a diverse range of topics from gender equality as branding to the Nordic peace image.?

About the group

Nordic Branding was led by Eirinn Larsen, together with Malcolm Langford,?Sidsel Roalkvam,?and?Inger Skjelsb?k. It was previously?led by Malcolm Langford.

The project involved 42 researchers from the University of Oslo and beyond. The disciplines covered included law, sociology, criminology, psychology, history, political science, economics, marketing, and anthropology.