The interdisciplinary research project "Nordic branding" will investigate how the idea of the Nordic model was created, and subsequently used in politics, law and commerce.
Photo credit: Bryan Boyer
Our research pillars are organised under three broad headings: social welfare, gender equality and rights and democracy. These pillars will analyse how specific Nordic social models have been branded (expressly or implicitly) and used in practice.
The project also focus on a number of cross-cutting questions. We ask: who are the agents and audiences behind branding? What is the aesthetics of Nordic branding? What is not branded and why? How are brands managed over time? And what are the upsides and downsides of branding?
The project also seeks to advance the theory of branding, particularly its use as an analytical concept.
For more information about our planned research projects, please see the research proposal.
About the group
Nordic Branding is led by Malcolm Langford together with Sidsel Roalkvam, Inger Skjelsbæk and Véronique Pouillard. It currently involves 35 reseachers from the Unvierstiy of Oslo and beyond. The disciplines covered include law, sociology, criminology, pyschology, history, poltiical science, economics, marketing and anthropology.
The administering institution is 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 include the Department of Criminology and Sociology of Law and Norwegian Centre for Human Rights.
The project brings together leading branding experts with experts on social models from the University of Oslo and fourteen other institutions in the Nordic region and UK. These include:
- The University of Warwick
- The University of South Denmark
- The Copenhagen Business School
- The Raoul Wallenberg Institute
- The University of Gothenburg
- Uppsala University
- Lund University
- The University of Stockholm
- The University of Iceland
- The University of Helsinki
- The Center on Gender, Peace and Security, PRIO
- The University of Bergen
- The Norwegian Institute for Defence Studies
- Telemark University College