ABSTRACT
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.
