The branding pyramidical tool kit for enhancing actors’ agency in regional energy transitions within the Nordic Battery Belt

Abstract

This article investigates how to enhance the agency of regional actors in the branding of the ‘Nordic Battery Belt’ (NBB), the region where the industry, considered a new green path, is emerging. Branding will enhance the attraction of skilled workforce, investment, market, and increased public awareness of the industry’s contribution to decarbonization. While national battery strategies have been developed to promote the industry, the tool kit that can enhance the implementation of the strategic branding action plan is underexplored. Firstly, this article develops a tool kit based on the directed content analysis, which ensures the use of existing branding theory and its pyramidic components: attention, awareness, associations, attitudes, and relationships. Regional actors can leverage the tool kit as it reduces oversight and increases lucidity and conciseness. Secondly, the paper develops a conceptual framework through a multidisciplinary approach to elaborate on the importance of the tool kit for enhancing actors’ agency in regional branding. The paper is relevant for regional actors, e.g., development agencies within the Nordic region that are saddled with the responsibility of place branding.