Table 2. Illustrations of brand... | Emerald Publishing

Table 2.

Illustrations of brand manifestations

Brand manifestations	Norway	Finland	Denmark	Sweden	Iceland
Brand visions	Not clearly formulated	Not clearly formulated	Not clearly formulated	Visit Sweden’s official vision: we increase interest in Sweden	Not clearly formulated
Codes of expression	The portal’s slogan is: “Powered by nature.” This is accompanied by the choice of pictures: 34 out of 36 pictures on the first page are from the outdoors.	Centered on the portal’s front page is the slogan: “Respect, treasure, enjoy, love – go green Sustainable Finland.”	Centered on the portal’s front page is the slogan: “The wonder in the small things in life. Welcome to Denmark! We’ve put heart and soul, hygge and a little of the wonderful Danish everyday into this website.”	A central slogan in the portal is “The edible country.” Further, the portal’s expressions about Sweden are relatively neutral. The language is fact oriented.	“The Land of Fire and Ice” is important in the Icelandic presentation.
Explicit differentiations	Adventurous nature (“The great outdoors”) in addition to happiness	Wild and untouched nature (“Finland’s untouched and pristine nature is at the core of Finnish life and its sanctity is paramount.”)	Hygge/happiness: “Denmark has been named the world’s happiest country on numerous occasions, and remains [at] the very top of the UN World Happiness Report.”	No explicit differentiation or statements about uniqueness	“A country of extreme geological contrasts”
Narrative identity	A happy nation (“There is a reason why the Norwegians are among the happiest people on earth. Learn the noble art of ‘kos’, taste some weird and wonderful food ….”)	A country of warm and open people (“Finnish people are warm, open and sincere, even though they would tell you the exact opposite.”)	A happy nation (“Welcome to Denmark! We’ve put heart and soul, hygge and a little of the wonderful Danish everyday into this website, so you can see for yourself how we Danes do life and holidays. Because we are (in case you didn’t know) some of the happiest people in the world.”)	No direct presentation of a narrative identity or presentation of particular myths or heroes	A modern nation founded by the Vikings (“The Vikings as the fathers of the nation: When the first Viking settlers arrived in Iceland in the late 9th century A.D., they found an uninhabited island. Today Iceland is a thoroughly modern country …].”)
Advocated ideologies	Sustainability	Sustainability	Hygge, informality, design, talent and freedom	Sustainability and gender equality	Progressiveness, peacefulness and equality

Brand manifestations	Norway	Finland	Denmark	Sweden	Iceland
Brand visions	Not clearly formulated	Not clearly formulated	Not clearly formulated	Visit Sweden’s official vision: we increase interest in Sweden	Not clearly formulated
Codes of expression	The portal’s slogan is: “Powered by nature.” This is accompanied by the choice of pictures: 34 out of 36 pictures on the first page are from the outdoors.	Centered on the portal’s front page is the slogan: “Respect, treasure, enjoy, love – go greenSustainable Finland.”	Centered on the portal’s front page is the slogan: “The wonder in the small things in life. Welcome to Denmark! We’ve put heart and soul, hygge and a little of the wonderful Danish everyday into this website.”	A central slogan in the portal is “The edible country.” Further, the portal’s expressions about Sweden are relatively neutral. The language is fact oriented.	“The Land of Fire and Ice” is important in the Icelandic presentation.
Explicit differentiations	Adventurous nature (“The great outdoors”) in addition to happiness	Wild and untouched nature (“Finland’s untouched and pristine nature is at the core of Finnish life and its sanctity is paramount.”)	Hygge/happiness: “Denmark has been named the world’s happiest country on numerous occasions, and remains [at] the very top of the UN World Happiness Report.”	No explicit differentiation or statements about uniqueness	“A country of extreme geological contrasts”
Narrative identity	A happy nation (“There is a reason why the Norwegians are among the happiest people on earth. Learn the noble art of ‘kos’, taste some weird and wonderful food ….”)	A country of warm and open people (“Finnish people are warm, open and sincere, even though they would tell you the exact opposite.”)	A happy nation (“Welcome to Denmark! We’ve put heart and soul, hygge and a little of the wonderful Danish everyday into this website, so you can see for yourself how we Danes do life and holidays. Because we are (in case you didn’t know) some of the happiest people in the world.”)	No direct presentation of a narrative identity or presentation of particular myths or heroes	A modern nation founded by the Vikings (“The Vikings as the fathers of the nation: When the first Viking settlers arrived in Iceland in the late 9th century A.D., they found an uninhabited island. Today Iceland is a thoroughly modern country …].”)
Advocated ideologies	Sustainability	Sustainability	Hygge, informality, design, talent and freedom	Sustainability and gender equality	Progressiveness, peacefulness and equality