common.pageHeaderLogo.altText67401e48d713a

Artykuły

Nr 2(23) (2022): Kultura designu

Selling the Scandinavian Ethos: Principal Marketing Strategies of Nordic Design Brands

Przesłane
1 July 2022
Opublikowane
09-10-2023

Abstrakt

This text presents and analyses the principal marketing strategies used by Danish, Swedish, and Finnish companies and describes the set of marketing messages characteristic of Scandinavian design brands. The most popular strategies involve geo-recognition, with sociolinguistic mechanisms that influence the names of companies and products and the self-description of brands. The contradictory issues of nobilitation and egalitarianism, which have a pivotal role in the advertising of specific products for different groups of recipients, are addressed. Co-branding, including image collaborations between brands operating in different sectors, and mass media influence (the leading tool of advertisement, through films, series, and TV commercials), are other strategies. Connections are established between design promotion and widely recognisable cultural phenomena, such as hygge or lagom. Analysis reveals that the main marketing strategies characteristic of the design brands of the North revolve around a multitude of connections to Scandinavian heritage and culture.

Bibliografia

  1. Agung N.F.A., Darma G.S. 2019. “Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage,” International Journal of Innovative Science and Research Technology, vol. 4(1), pp. 743–747.
  2. Ahola E. 2007. Producing Experience in Marketplace Encounters: A Study of Consumption Experiences in Art Exhibitions and Trade Fairs, Helsinki School of Economics Press.
  3. Älmhult E. 2018. “The Fascist Sympathizer who Founded Ikea,” The New York Times, 29.01.2018, https://www.nytimes.com/2018/01/29/opinion/ingvar-kamprad-ikea-fascist.html, accessed: 29.01.2023.
  4. Antonini M.C. 2016. “Online Shopping: 5 Websites Dedicated to Scandinavian Design. A Selection of E-Commerce Platforms where to Browse the Best of Nordic Design Directly from Home,” Elle Decor, 1.07.2016, online issue.
  5. Balmer J., Greyser S., Urde M. 2005. “Monarchical Perspectives on Corporate Brand Management,” Bradford University School of Management Working Paper Series, vol. 5(42).
  6. Breunig M., Kallestrup S. 2020. “Translating Hygge: A Danish Design Myth and Its Anglophone Appropriation,” Journal of Design History, vol. 33, pp. 158–174.
  7. Campos J., Jiménez J., Perdiguero J., Andina-Díaz A. 2019. “Better Be Quiet: Strategic Advertising after the Dieselgate,” Research Gate, https://www.researchgate.net/publication/358702093_Strategic_advertising_in_the_aftermath_of_a_corporate_scandal, accessed: 5.02.2023.
  8. Campos J., Jiménez J., Perdiguero J., Andina-Díaz A. 2022. “Strategic Advertising in the Aftermath of a Corporate Scandal,” Research Gate, https://www.researchgate.net/publication/358702093_Strategic_advertising_in_the_aftermath_of_a_corporate_scandal, accessed: 5.02.2023.
  9. Caprioli L., Larson M., Ek R., Ooi C.-S. 2021. “The Inevitability of Essentializing Culture in Destination Branding: The Cases of Fika and Hygge,” Journal of Place Management and Development, vol. 14(3), pp. 346–361.
  10. Cochrane L. 2018. “‘A Uniform for Intellectuals’: The Fashion Legacy of Marimekko,” The Guardian, 14.03.2018, www.theguardian.com/fashion/2018/mar/14/uniform-intellectuals-fashion-legacy-marimekko-1950s-colour-postwar-finnish-uniqlo-collaboration, accessed: 25.04.2022.
  11. Davies K.M. 2003. “Marketing Ploy or Democratic Ideal? On the Mythology of Scandinavian Design,” [in:] Scandinavian Design Beyond the Myth: Fifty Years of Design from the Nordic Countries, eds. W. Halén, K. Wickman, Arvinius Förlag, pp. 101–110.
  12. Derry T.K. 2000. A History of Scandinavia: Norway, Sweden, Denmark, Finland, and Iceland, University of Minnesota Press.
  13. Falkheimer J., Heide M. 2023. “Strategic Improvisation in Crisis Communication,” [in:] The Handbook of Crisis Communication: Second Edition, eds. W.T. Coombs, S.J. Holladay, John Wiley & Sons, pp. 405–420.
  14. Fallan K. 2022. Ecological by Design: A History from Scandinavia, MIT Press.
  15. Fallan K., Munch A.V., Korvenmaa P., Johnsen E., Kristoffersson S., Zetterlund C., 2012. “A Historiography of Scandinavian Design,” [in:] Scandinavian Design: Alternative Histories, ed. K. Fallan, Bloomsbury, pp. 13–34.
  16. Ferrell O.C., Hartline M.D. 2008. Marketing Strategies, Thomson South-Western.
  17. Fiell C., Fiell P. 2002. Scandinavian Design, Taschen.
  18. “Finland to Stress Its Woods at Fair,” The New York Times, 9.03.1939, p. 16.
  19. Garner P. 2008. Sixties Design, Taschen.
  20. Gregory J. 2003. “Scandinavian Approaches to Participatory Design,” International Journal of Engineering Education, vol. 19(1), pp. 62–74.
  21. Guldberg J. 2011. “‘Scandinavian Design’ as Discourse: The Exhibition Design in Scandinavia, 1954–57,” Design Issues, vol. 27(2), pp. 41–58.
  22. Halén W., Wickman K. 2003. Scandinavian Design Beyond the Myth, Arvinius Förlag.
  23. Heald T. 1989. By Appointment: 150 Years of the Royal Warrant and Its Holders, Queen Anne Press.
  24. Heald T. 2002. A Peerage for Trade: A History of the Royal Warrant, Sinclair Stevenson.
  25. “Ikea Pulls Ad from Swedish Anti-Semitic Blog,” The Times of Israel, 22.04.2013, https://www.timesofisrael.com/ikea-pulls-ad-from-swedish-anti-semitic-blog/, accessed: 1.02.2023.
  26. Jacobsen S., Barnes N.G. 2016. “The Unfortunate Decline of Blogging among the Fortune 500: The Downside of Adopting Substitute Innovations,” Journal of Strategic Innovation & Sustainability, vol. 11(2), pp. 9–17.
  27. Kingsley P. 2014. How to Be Danish: A Journey to the Cultural Heart of Denmark, Marble Arch Press.
  28. Kolb B. 2006. Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists, Butterworth-Heinermann.
  29. Korvenmaa P. 2010. Finnish Design: A Concise History, Aalto University Press.
  30. Lange A., Thompson J. 2010. Design Research: The Store that Brought Modern Living to American Homes, Chronicle Books.
  31. Leikos V., Villberg K. 2009. “Design and Finnishness in Japanese Consumer Culture,” [in:] Marketing Finnish Design in Japan, eds. V. Serita, E. Pöntiskoski, Helsinki School of Business Press, pp. 37–65.
  32. Lindqvist U. 2009. “The Cultural Archive of the IKEA Store,” Space and Culture, vol. 12(1), 43–62.
  33. Marklund C., Petersen K. 2013. “Return to Sender: American Images of the Nordic Welfare States and Nordic Welfare State Branding,” European Journal of Scandinavian Studies, vol. 43(2), pp. 245–257.
  34. Mordhorst M. 2022. “The Creation of a Regional Brand Scandinavian Design,” [in:] The Making and Circulation of Nordic Models, Ideas and Images, eds. H. Byrkjeflot, L. Mjøset, M. Mordhorst, K. Petersen, Routledge, pp. 251–270.
  35. Nielsen M. 2021. “The Danish Way: Eine Carlsberg-Kampagne, die Grenzen überschreitet,” [in:] Mobilität – Wirtschaft – Kommunikation. Europäische Kulturen in der Wirtschaftskommunikation, vol. 33, eds. S. Matrisciano, E. Hoffmann, E. Peters, Springer VS, pp. 295–313.
  36. O’Neill M. 2018. “How Scandinavian Modern Design Took the World by Storm,” Architectural Digest, 23.10.2018, www.architecturaldigest.com/story/how-scandinavian-modern-design-took-the-world-by-storm, accessed: 25.04.2022.
  37. Partanen A. 2016. The Nordic Theory of Everything: In Search of a Better Life, HarperCollins.
  38. Power D., Jansson J. 2011. “Constructing Brands from the Outside? Brand Channels, Cyclical Cluster and Global Circuits,” [in:] Brands and Branding Geographies, ed. A. Pike, Edward Elgar, pp. 150–165.
  39. Quantrill M. 1995. Finnish Architecture and the Modernist Tradition, Taylor & Francis.
  40. Röcklinsberg C. 2018. “‘Made by Sweden’: Zu nationalkulturellen Stereotypen am Beispiel der Volvo- und IKEA-Werbung,” [in:] Emotionen. Beiträge zur 12. Arbeitstagung schwedischer Germanistinnen und Germanisten “Text im Kontext” in Visby 2016, eds. F.T. Grub, D. Stoeva-Holm, Peter Lang, pp. 221–241.
  41. Roncha A. 2008. “Nordic Brands towards a Design-Oriented Concept,” Journal of Brand Management, vol. 16, pp. 21–29.
  42. Russel H. 2015. The Year of Living Danishly: Uncovering the Secrets of the World’s Happiest Country, Icon Books.
  43. Serita V., Pöntiskoski E. 2009. Marketing Finnish Design in Japan, Helsinki School of Economics.
  44. Shales E. 2020. “Sámi Heritage and IKEA Fusion: Maria Vinka’s De-nationalized Design, Neocolonial Craft and Material Imaginaries Somewhere In Between,” PARSE Journal, vol. 11, pp. 1–20, www.parsejournal. com/article/sami-heritage-and-ikea-fusion, accessed: 13.07.2023.
  45. Stothard M. 2012. “A Taste for All Things Nordic,” Financial Times, 27.06.2012, www.ft.com/content/007ebcc6-b466-11e1-bb68-00144feabdc0, accessed: 25.04.2022.
  46. Teilmann-Lock S. 2022. “History and Current Status of Design in Scandinavia,” [in:] History of Design and Design Law: An International and Interdisciplinary Perspective, eds. R. Aso, C. Rademacher, J. Dobinson, Springer, pp. 305–322.
  47. Therkelsen A., Halkier H. 2004. Umbrella Place Branding: A Study of Friendly Exoticism and Exotic Friendliness in Coordinated National Tourism and Investment Promotion, Aalborg Spirit.
  48. Therkelsen A., Halkier H. 2008. “Contemplating Place Branding Umbrellas: The Case of Coordinated National Tourism and Business Promotion in Denmark,” Scandinavian Journal of Hospitality and Tourism, vol. 8(2), pp. 159–175.
  49. Trinidad A. 2016. Scandinavia Dreaming: Nordic Homes, Interiors and Design, Gestalten.
  50. Wiking M. 2017. The Little Book of Hygge: Danish Secrets to Happy Living, HarperCollins.
  51. Wilhide E. 2016. Scandinavian Home: A Comprehensive Guide to Mid Century Modern Scandinavian Designers, Quadrille Publishing.
  52. Williams N. 2015. The Kinfolk Home: Interiors for Slow Living, Artisan.
  53. Wiśnicka A. 2019. “Simple yet Effective: Remarks on Finnish Approach to Design Promotion,” Załącznik Kulturoznawczy, vol. 6, pp. 263–284.

Downloads

Download data is not yet available.