Sigga-Marja Magga (Oulu universitehta)<\/p>\n
Vie\u010d\u010da artihkkala: S\u00e1mekultuvrra mearkka\u0161umit duoji br\u00e1ndahuksemis<\/a> (pdf).<\/p>\n Artihkal guorahall\u00e1, mo duodjefitnodagat huksejit br\u00e1nddaideaset ja mo br\u00e1nddat oass\u00e1lastet s\u00e1mekultuvrrala\u0161 s\u00e1gastallamiidda. Kultuvrrala\u0161 dovdamu\u0161 hukse bisteva\u0161 fitnodatdoaimma, mainna jo\u0111iha g\u00e1lvvu buorebut sihke ru\u0111ala\u010d\u010dat ja ehtala\u010d\u010dat. Vuolggasadjin lea kultuvrrala\u0161 br\u00e1ndateoriija. D\u00e1n guorahallama vuo\u0111\u0111un leat golbma duodjefitnodaga jearahallama. Jearahallamat leat br\u00e1ndagenealogiija metoda mielde analyserejuvvon, nugo fitnodaga historj\u00e1, sosi\u00e1la ja kultuvrrala\u0161 birrasat, mat leat br\u00e1ndahuksema vuo\u0111ut. Dutkamu\u0161as boaht\u00e1 ovdan, ahte kultuvrrala\u0161 duodjebr\u00e1nddat leat aktiiva doaibmit s\u00e1meservodagas. Dat speadjalastet g\u00e1vpp\u00e1la\u0161vuo\u0111a bokte duoji \u00e1rvvuid, nugo duddjond\u00e1iddu ja luondduoktavuo\u0111a \u00e1rvvuid, muhto maidd\u00e1i oktagasla\u0161vuo\u0111a ja d\u00e1sse\u00e1rvvu ideologaid. D\u00e1t br\u00e1ndadutkamu\u0161 v\u00e1ld\u00e1 maidd\u00e1i vuhtii s\u00e1mekultuvrra ra\u0161es beliid, maidda br\u00e1nddat eai njuolga h\u00e1liit \u010dujuhit.<\/p>\n F\u00e1dd\u00e1s\u00e1nit<\/strong>: br\u00e1nda, br\u00e1ndahuksen, br\u00e1ndagenealogiija, duodji, duodjeg\u00e1vppit, kultuvrrala\u0161 duodjebr\u00e1nda, s\u00e1mekultuvra<\/p>\n This article deals with the concepts of brand and brand building in S\u00e1mi duodji i.e. arts and crafts. A brand captures the main idea and value of an enterprise. These values are transformed into a commodity in the process of brand building. In this study, three S\u00e1mi craft enterprises connect their brand building with the cultural and social changes that the S\u00e1mi people have experienced. The historical, social and political circumstances of the enterprises are identified, analyzed and finally compressed into representative and symbolic brands: the luxury brand<\/em>, the pr\u00eat \u00e0 porter brand<\/em> and the brand of democratic design<\/em>. The luxury brand presents the meaning of traditional duodji, S\u00e1mi handicraft, formulated by the S\u00e1mi ethnopolitical movement. The pr\u00eat \u00e0 porter brand represents the easy way of doing S\u00e1mi culture, and the brand of democratic design relates to the building of the Scandinavian welfare state. The brand of democratic design is democratic because everyone has an equal opportunity to consume design products.<\/p>\n The main findings appear on two levels: cultural and commercial. Brands are strongly connected to the S\u00e1mi culture. Brand building requires enterprises to master indigenous cultural norms and values in order to communicate with customers. Cultural branding research opens new venues for cultural studies and facilitates study of the commercial part of S\u00e1mi culture from the S\u00e1mi point of view.<\/p>\n Keywords<\/strong>: brand, brand genealogy, cultural brand building, duodji, S\u00e1mi arts and crafts, S\u00e1mi culture, S\u00e1mi enterprise<\/p>\n","protected":false},"excerpt":{"rendered":" S\u00e1mekultuvrra mearkka\u0161umit duoji br\u00e1ndahuksemis Sigga-Marja Magga (Oulu universitehta) Vie\u010d\u010da artihkkala: S\u00e1mekultuvrra mearkka\u0161umit duoji br\u00e1ndahuksemis (pdf). Artihkal guorahall\u00e1, mo duodjefitnodagat huksejit br\u00e1nddaideaset ja mo br\u00e1nddat oass\u00e1lastet s\u00e1mekultuvrrala\u0161 s\u00e1gastallamiidda. Kultuvrrala\u0161 dovdamu\u0161 hukse bisteva\u0161 fitnodatdoaimma, mainna jo\u0111iha g\u00e1lvvu buorebut sihke ru\u0111ala\u010d\u010dat ja ehtala\u010d\u010dat. … Les videre The meaning of S\u00e1mi culture in brand building of duodji<\/strong><\/h3>\n