Stockholm the narcissistic capital of sweden

Research output: Chapter in Book/Report/Conference proceedingBook chapterpeer-review


Since 2005, a Stockholm-based place branding network has tried to convince the world that Stockholm is the Capital of Scandinavia. Not surprisingly, the brand has been subject to massive criticism from its Scandinavian neighbours, but also internally from within the Stockholm region. Instead of listening to this critique, however, the network continues with its deceitful activities and retains its grandiose fantasies about the success of the brand. This case illustrates a brand orientation that may stimulate arrogance, inhibit learning and impair relationships. The analysis is guided by theories on organizational narcissism that can help us understand the antagonistic, aggressive and monological form of projective brand orientation displayed by this place branding network. The author instead suggests that a relational brand orientation, which emphasizes relationships, interactions and dialogues with multiple stakeholders (multilogues), is better suited for place brand management.

Original languageEnglish
Title of host publicationInclusive Place Branding
Subtitle of host publicationCritical Perspectives in Theory and Practice
Number of pages15
ISBN (Electronic)9781317216728
ISBN (Print)9781138659247
Publication statusPublished - 2017 Jan 1

Subject classification (UKÄ)

  • Economics and Business


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