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Nordic Branding

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.

Nordic branding

Photo credit: Bryan Boyer

Project description

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 Eirinn Larsen, together with Malcolm LangfordSidsel Roalkvam, and Inger Skjelsbæk. It was previously led by Malcolm Langford.

The project involves 35 researchers from the University of Oslo and beyond. The disciplines covered include law, sociology, criminology, psychology, history, political science, economics, marketing and anthropology.

The coordinating institutions are 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 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:



Published Jan. 26, 2017 9:06 AM - Last modified Feb. 5, 2021 10:10 AM