Dissertations / Theses: 'Place branding'

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Afandiyeva, Jamila. "Place brand building in Baku : Place branding." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-37268.

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Purpose The aim of this study is to explore if there is a gap between brand identity and brand image in the city of Baku. Background Having a strong city brand based on the positive perceptions from both internal and external stakeholders’ point of view is very important in today’s world of globalization when cities have to constantly compete for the share of tourists, investors etc. Therefore, in terms of the thesis we aspire to investigate if Baku has been successful to build a strong brand identity and whether the brand image mirrors it from the Swedish people’s perception. Method The study constructed upon a mixed research method, which based simultaneously on inductive and deductive approach. Interviews representing the qualitative reasoning approach are utilized in order to reach the data related the city brand image and city brand identity. Conclusion The city has a firm and rationally established brand identity. The current research revealed the gap between brand image and brand identity in Baku. Thus, that the city’s brand image is not fully reflecting the real brand identity, in particular due to the internal facts.

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Choi, Jungmin, and Jesper Persson. "Place Branding Strategies for Alvesta Municipality." Thesis, Växjö University, School of Management and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-2279.

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Thesis Purpose: The purpose of this study is to develop an increased knowledge of place branding, study the perception of inhabitants’ regarding Alvesta as a place and to explore an extended relationship between Alvesta and Växjö municipality.

Methodology: The methodology of the study is conducted with qualitative and quantitative approach. There were two interviews in Alvesta and Växjö municipality office. A total number of 216 questionnaires were gathered in three urban areas in Alvesta municipality.

Theoretical Framework: For this study place branding theory has been used as a guideline and SWOT, Gap analysis and Co-opetition theory were used to analyze Alvesta municipality as a place and its inhabitant’s perception.

Empirical Finding: A total of 210 questionnaires were analyzed statistically through SPSS with functions such as cross tabulation, compare means, and scale reliability analysis. Also the results of two interviews with the Alvesta and Växjö municipality are written in this chapter regarding the theories used in this thesis.

Analysis: The analysis chapter integrates the theory and the results of the empirical findings. Alvesta’s brand and service were evaluated based on SWOT and gap analysis. A co-opetition relationship was suggested between Växjö and Alvesta municipality in different issues such as branding, infrastructure and education.

Conclusion: From this study we have attained insight that Alvesta municipality is in the initial stage in branding and there is a service gap in the inhabitants’ perception. Finally this study contributes how Alvesta municipality can create mutual value by cooperating and competing with Växjö municipality.

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Lucarelli, Andrea. "The Political Dimension of Place Branding." Doctoral thesis, Stockholms universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-123689.

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Place branding is commonly understood as the application of marketing and commercial ideas, strategies, measurements and logic to the realm of places such as cities, regions and nations. Nevertheless, place branding is also understood as the locus where political activities – imbued with political impact and political effects – appear and affect the soft and hard infrastructures of urban agglomeration and other spatial environments. In this regard, by performing an analysis that helps unpack the multiple characters and impacts of political structures and processes in relation to place branding activities, the present dissertation aims to offer a conceptualization of the political dimension of place branding. By drawing on the critical assessment of the academic literature on place branding and on a series of studies about the branding processes in the region of Romagna and in the Greater Stockholm, the present dissertation further specifies an alternative conceptual framework (i.e. ecological politics) that suggests how place branding should be seen an empirical and theoretical political apparatus that acts, in praxis, based on an emerging, multifaceted and spatio-temporal enfolding of politics. More specifically, the ecological politics of place branding is characterized by four main aspects: the unfolding of a biopolitical ecology around place-branding practices; the ideological appropriation of place-branding processes; the positioning through politicized actions between the interest groups; and finally place-branding as a process of policy-intervention. Finally, on more general level, the present dissertation, by recognizing the political activities and efforts of place branding as crucial elements to be analyzed, makes the case for a more explicit, complex and manifold political analysis of the political dimension of place branding, which allows attention to be given to the impact that branding processes, practices and activities have on cities, regions and nations

At the time of the doctoral defense, the following paper was unpublished and had a status as follows: Paper 4: Manuscript.

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Drugan, Gerard Anthony. "The development of an analytical framework for the measurement of city brands." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/the-development-of-an-analytical-framework-for-the-measurement-of-city-brands(0532263f-0794-437c-82a1-82998b1d014c).html.

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This study investigates the potential to develop an analytical framework for the measurement of city brands. The research objectives are: (1) to identify any city brand attribute dimensions; (2) to develop a research framework to investigate the city branding related attributes that impact on city branding; (3) to develop a research process to identify additional attributes or variables that have not been recognised as components of city branding in related literature; (4) to develop a city brand measurement tool; and (5) to refine a city brand measurement tool using a case study approach. The research process took a standard format of literature review, method development, data collection and analysis, work critique and further work discussion. The purpose of the literature review was to identify a gap in the city branding academic literature in relation to the existence of a concise city branding measurement framework. A judgement was made that the literature search should also incorporate three brand related subject areas: corporate branding (including corporate reputation); city branding and country branding. The primary research instrument phase 1 was then developed. It took the form of a combined semi-structured interview guideline and a questionnaire. The semi-structured interview was devised to detect potential attributes not identified in the literature review. The questionnaire was devised to test the veracity of the finalised potential city branding attributes derived from the literature review. The target audience consisted of city branding experts from four cities: Dubai; Dublin; Manchester; and Moscow. This enabled views from different cultures and aspects to be explored. They were interviewed and asked to complete the questionnaire. The results of the primary research phase 1 were analysed. New potential attributes were identified from the semi-structured interviews; and added to the listings. Furthermore, most potential city branding attributes were retained from the questionnaire analysis. However, some of the attributes were deemed to be not applicable and deleted from the research instrument. The primary research instrument phase 2, a questionnaire, was derived from the remaining potential city brand attributes from the phase 1 questionnaire analysis and the addition of the potential new attributes. A sample of one hundred and fifty people took part in the research focused on the cities of London and Paris. The sample population consisted of an international population who are UK and Irish residents. It was established that participants had awareness and some knowledge of the two target cities. The results from the primary research instrument phase 2 were initially analysed using exploratory factor analysis. The results provided a refined list of potential city brand attributes. The attribute list was loosely grouped into three dimensions: city brand personality; city business and infrastructure attributes and city cultural/educational and history related attributes. These results were then analysed using confirmatory factor analysis. Subsequently 46 city brand attributes were identified: 16 within a city personality dimension, 16 within a business related and infrastructure dimension and 14 within a history and culture dimension. The finalised city brand measurement framework is then described. An ensuing critique of this study and suggestions or further related work is provided.

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Karanikas, Lina, and Torun Öhman. "The Store - The Physical Place of Branding." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8815.

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The market of consumer goods has become saturated and in the superfluous range of goods it is necessary to be able to differentiate your products from the competitors’. To facilitate this, many products and services are attributed with additional qualities, such as feelings, status and personality traits. These attributes are included in the abstract concept of a brand. A brand is an essential medium of communication to the customers, transmitting the special characteristics which will differentiate the product or the service from others. The stores are the actual spot where the brand can be perceived and experienced in real life. The store will by its concrete and non-concrete means transmit feelings the customers will relate to the brand, and the store personnel are important as well as active messengers of the brand. Some of the most well-known companies today are multinational companies which sell retail products and have succeeded to create a world known brand, one of them is Apple. Apple has a renowned brand intended to represent quality, design and innovative thinking. They value and are conscious about their brand and thus care to maintain its good reputation.

The purpose of this thesis is to analyze how Apple’s brand concept is transferred to their premium reseller stores, namely Macoteket, and also to discuss whether and how the brand is seen in the stores. The study has been conducted through studying material and theories relevant to brand transfer, and then visiting Apple’s office and three Macoteket stores and carrying out several interviews with people involved in the transfer of the brand. The results show that when transferring a brand to a store, the transfer strategy needs to be adjusted to fit the different kinds of knowledge that the brand consists of. The processes Apple use to transfer their brand to Macoteket indicate an excessively codified strategy, partly due to the fact that the deeper understanding of what needs to be said and done should be taught personally, and consequently not by instructions in texts and e-mails.

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Duarte, Marisa Maria Farinha. "City branding : cidade de Fátima." Master's thesis, FEUC, 2014. http://hdl.handle.net/10316/27609.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
O crescimento da atividade turística veio impulsionar e alterar a forma como percecionamos os destinos. A globalização, despertou nas pessoas o desejo de conhecer o mundo, de viajar, de experienciar tudo aquilo, que hoje conhecem graças aos avanços tecnológicos. Os destinos, as cidades, os países já não são só meros lugares de residência, são agora encarados como produtos, com características semelhantes aos demais produtos, assim, apesar de não ser uma prática recente, sentiram necessidade de se fazer valer de ferramentas apropriadas à sua natureza, que auxiliassem a venda e promoção dos mesmos. A velocidade desenfreada a que tudo acorre na sociedade fez com que técnicas de marketing fossem utilizadas na promoção da marca da cidade, contudo, e pela importância que detém hoje o branding das cidades, rapidamente surgiram investigadores dispostos a dar seu contributo, de forma a ajudar os entidades responsáveis pela gestão territorial a alcançarem o lugar cimeiro que tanto anseiam. Assiste-se a uma verdadeira competição, que assumiu uma escala planetária, onde ganha o destino que demonstrar ter mais para oferecer, em detrimento de outro destino concorrente. Assim, surge a necessidade de explicitar o branding, e o city branding , bem como sua evolução para place branding. Não existe melhor forma de perceber os mecanismo de ação, do que através experimentação. Aplicou-se um modelo de avaliação place branding a uma cidade em concreto, de forma a avaliar como este processo ocorre no terreno, apoiado numa reflexão teórica.

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Ruzinskaite, Jolanta. "Place branding : the need for an evaluative framework." Thesis, University of Huddersfield, 2015. http://eprints.hud.ac.uk/id/eprint/25502/.

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This research investigation is focused on place branding. The popularity of location branding has grown significantly recently. Attributes such as the possibility to inform the world about the place, differentiate it, update its outdated image, promote the place and increase its attractiveness as well as competitiveness, etc. contributed to the raising interest in this phenomenon and has increased its application in practice. As a result of this, there is a lot of literature on the subject (Haninson, 2001, 2004; Rainisto, 2003; Trueman et al., 2004; Moilanen and Rainisto, 2009, etc.). Notwithstanding, place branding is still classed as a relatively new phenomenon and thus has many areas for research and development. One of such sectors is the evaluation of branding initiatives for places; it can not only justify effectiveness of place brand but also identify areas in need of attention based on which, urban strategies can be reviewed and amended accordingly. Some places have long-lasting, widely accepted and successful brands (for example, New York or Oresund, etc.) while other places are struggling to find their base (for example, Randers, etc.). Very often the success of urban brands is open to much interpretation; in general, brands are being judged and criticised by media or public. In most cases it is not clear what influences and determines success or failure of such initiatives; this exemplifies the need for empirical research. Further, some locations refrain from using visual triggers (for example, Manchester) while other places have successful world-wide known logos. Manchester has been chosen as a case study for this research investigation because of its uniqueness and a complex of issues in one case including the chronological development of city’s branding initiatives with logos, slogans and symbols along their position and importance in Manchester’s history. This research tries to determine how brand was defined in the context of Manchester city. Initiatives to brand this city probably date back to the use of the “Bee” in the nineteenth century as a symbol of industry. Most recently, the signifier “M” along summing up device “original modern” have been introduced with Manchester being a brand. All this appear to be confusing causing misinterpretations as well as criticisms by public and media. The question on how to measure the effectiveness of such branding initiatives emerges. Investigations in the field of place branding acknowledge a lack of coherent branding model as well as a lack of guidance on evaluation of branding initiatives or how to create an evaluative model/ framework thus composing theoretical background to this study. This research tries to identify if and how the effectiveness of the branding strategies can be measured and thus supplement existing knowledge in the field of urban branding. This study presents brand evaluation framework which should help practitioners to evaluate the success of the place brand idea or it could be used as a consultation measure before developing a new brand. It is anticipated the proposed framework will contribute in designing more targeted campaigns. Literature reviews were used in this study to understand existing knowledge and findings assisted in developing a framework for the evaluation of urban brands. The proposed framework has three vertical facets (vision, attributes and perceptions) each of them comprising of a number of variables and the middle section representing the core of the framework. The degree of match between vision and perceptions demonstrates whether efforts put on place branding are consistent with its aim. In this research, the multiple sources of evidence were used in order to help to deal with the issues of validity and reliability of the case study which was utilised to examine the applicability and relevance of the evaluative framework as well as test the effectiveness of it. The proposed brand evaluation framework is comprehensive and adaptable to any place with the possibility to use greater levels of detail if needed and acting as a guide for urban brand practitioners allowing analysis of public perceptions and assessment of branding initiatives.

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Martínez, Climent Rocío. "Local identity and place branding use as a corporate branding strategy. The case of Länsförsäkringar." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21157.

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This master thesis aims to contribute to the available literature on how place branding can be used for enhancing local identity and how this affects audience participation, in particular: engagement on social media. The case of two campaigns of the Swedish cooperative bank Länsförsäkringar are used to demonstrate the initial hypothesis: local identity and place branding use in campaigns as part of a corporate branding strategy increases followers’ engagement and participation on social media. To that end, essential theoretical concepts in order to understand the research approach and methods are explained in the following sections. For this thesis, the encoding/decoding theory by Stuart Hall is used as theoretical framework, along with some other key theoretical aspects such as identity theory, globalization and place branding.Two different campaigns of Länsförsäkringar are analysed following a mixed approach by carrying out a visual semiotic analysis of the materials (mainly photographies, posters or videos) with an autoethnographic and constructivist perspective, and a social media analysis by looking at the engagement that those campaigns generated on Länsförsäkringar’s social media. The findings show that the use of local identities and local place branding as a corporate branding strategy impacts positively on some types of social media engagement by appealing to the online community’s common origin, heritage and geography.

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Malmback, Jonna. "Uppsala - Sveriges bästa cykelstad : Länken mellan identiteten som cykelstad och varumärket cykelstaden." Thesis, Uppsala universitet, Kulturgeografiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-376438.

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Många städer försöker utmärka sig på den globala världsmarknaden genom att skapa varumärken för sin stad, så kallade city- och place branding, som översätts till marknadsföring på svenska. Dessa begrepp har fått relativt lite plats inom forskningen, vilket har resulterat i att konsekvenserna av att använda sig av city- och place branding är tämligen okända. Trots att begreppen är outforskade, finns ett fåtal teorier kring kopplingen mellan den identitet som finns på platsen med det brand, som översätts till varumärke på svenska, som skapats för platsen. Syftet med denna uppsats är att studera vilka konsekvenser det finns för cyklister i Uppsala när kommunen satsar på att skapa ett brand kring Sveriges bästa cykelstad, vilket kommer att göras med hjälp av kvalitativa studier. Resultatet i denna studie visar på att kommunen misslyckas med att förankra brandet i den platsidentitet som finns i staden, vilken kan härledas till kommunens arbete med visuella marknadsförningsmedel, istället för ett arbete utifrån cyklisterna.

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Ingelström, Filip, and Karin Frändberg. "Branding Nyköping : A Qualitative Study on the Integration of Place Branding, Multiple Stakeholders and Infrastructure." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-76700.

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Place branding has in previous research been studied mostly from the perspective of an individual stakeholder, for example the tourism sector or the state authority. Furthermore, there is a limited amount of prior studies concerning the potential effect infrastructure improvements have on place branding. This thesis aims to address these research gaps and make a theoretical contribution to research on place branding. The purpose of this thesis is to develop a deeper understanding about how different stakeholders perceive the place brand identity of Nyköping as well as how they collaborate within the place branding process. This understanding will be viewed in the context of future improvements of infrastructure, more specifically the construction of Ostlänken. The findings of this thesis are based upon a theoretical framework consisting of four foundations, place branding and its conceptualisations, place brand identity, multiple stakeholders, and place brand management and infrastructure. The theoretical framework includes general theories as well as more elaborate models specific to research on place branding. In order to fulfil the purpose of this thesis, organisations belonging to different stakeholder groups with interests within a specific place have been interviewed. By adopting an inductive approach of the study, the interviews have been held using a semi-structured interview technique with the intention to gain elaborated data. A thematic network analysis has been applied for analysing the collected data. The data have been coded resulting in four global themes: place brand identity, multiple stakeholders, infrastructure and place brand management. By applying these themes to the empirical data and previous research, the findings of the study have been developed.

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Enhamn, Isac, and Markus Berg. "Destination HV71 : En kvalitativ studie i co-branding & place branding med Jönköpings kommun, Destination Jönköping och HV71." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29477.

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För en stad är det viktigt att sticka ut, att göra sig hörd bland andra städer som konkurrerar om besöksnäring och nya invånare. Hur kan en medelstor stad sticka ut från mängden? Kanske genom att marknadsföra sig tillsammans med en idrottsförening. Studien undersöker hur en stad tillsammans med det lokala elitishockeylaget och destinationsbolaget arbetar för att skapa en positiv bild av staden. Tidigare forskning har fokuserat på hur städer arbetat med stora mästerskap, såsom Olympiska spelen och världsmästerskap. Ingen relevant forskning som vi har tagit del av har behandlat samarbetet mellan ett lokalt elitlag i ishockey, destinationsbolag samt kommun. De teorier som använts är place branding och co-branding. Dessa teorier består av flera aspekter som kan appliceras på en studie, place branding har ”the five Rs of place branding” och co-branding har ”5C co-branding strategy”. Den metod som använts är kvalitativa intervjuer. Dessa intervjuer var strukturerade med öppna frågor för att få så informationsrika svar som möjligt. Orsaken till att kvalitativa intervjuer genomfördes var att få reda på om det fanns något samarbete mellan organisationerna. Resultatet visar att det inte finns något utbrett samarbete mellan dessa tre organisationer. Samtliga organisationer var positiva till ett framtida samarbete men i dagsläget finns inga planer från någon av organisationerna att inleda ett samarbete med någon av de andra.
It is important for a city to stand out, to make itself heard among other cities that are competing for the same tourism income

and new citizens. How can an medium-sized city stand out from the crowd? Perhaps by marketing itself together with a sports club. This study investigates how a city together with the local elite ice hockey team and the visitors bureau work to create a positive image of the city. Previous research has focused on how cities work with big events, such as the Olympic games and world championships. No relevant research that we have come across has looked at the cooperation between a local elite ice hockey team, the visitors bureau and the local government. The theories that have been used are place branding and co-branding. These theories are composed of multiple aspects that can be applied to a study, place branding has ”the five Rs of place branding” and co-branding has the ”5C co-branding strategy”. The method that has been used is qualitative interviews. The interviews that have been carried out were structured with open question to get as much information from the answers as possible. The reason that qualitative interviews were carried out was to find out if there was any cooperation between these organizations. The results show that there is no widespread cooperation between these organizations. All of the organizations were positive to the idea of future cooperation, but as of now there are no plans from any of the organizations to commence a cooperation initiative with any of the others.

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Lind, Johan, Hannes Danielsson, and Nelli Avagjan. "The death of the city centers : A qualitative study of the use to brand city centers." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44723.

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Place branding originates from the original term branding and attempts to brand a place instead of a product. Current place branding theories are blurry and many theories have occurred, which has caused confusion among the research community. Place branding theories have mainly focused on branding tourismdestinations, countries, cities and places and not on branding city centers. This study aims to explore the place branding components that are essential when branding city centers and create an adapted model for city centers.Purpose:The purpose is to explore how the place branding components can be applied to city centers.Research questions:RQ1: How can place branding be used in order to brand city centers?RQ2: What components of place branding are essential when branding a city center?Methodology:Qualitative approach, cross-sectionalstudy, semi-structured interviews.Conclusion:The new model suitable to apply on city centers is named City center branding model and includes the following components: City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation. Key words:Place branding, city center branding, City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation.

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Göransson, Lisa, and Erika Jansson. "Hur uppfattar studenterna staden? : En studie om betydelsefulla faktorer för stadens image ur studentperspektiv." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-22175.

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Title: Which is the student´s perception of the city? Aim: The aim is to describe and analyze how students perceive a city's image and the factors that characterize the city's place brand. The subsidiary aim is to observe the impact of the city's image has to attract students for residence. The research questions are: 1. What factors do students perceive as characteristic for the city's image? 2. What impact has the factors on students' choice of residence? 3. How do the students’ perceptions differ? Method: Data for the study were collected through preliminary study, an interview with the city's leaders. The pilot study gathered data, which gave basis to our web-based questionnaire sent out to the campus students at the University of Gävle. The study therefore mixes qualitative and quantitative method but relate to quantitative research design. Collected data were analyzed by descriptive-, factor, correlation and cluster analysis in SPSS. Results & Conclusions: The result shows that students associate the factors activity, feelings and environment as the strongest with Gävle´s place brand. The most significant in students' choice of residential location are restaurants, sports, challenge, site location and career. Various student groups have different opinions of what they associate most strongly with Gävle´s place brand and in their choice of residential location. Suggestions for future research: The current research examines the larger part of the physical aspects of a city's place brand which creates opportunities for future research to study the intangible factors of a place brand from a student perspective. Other recommendations are to conduct interviews with students to more deeply investigate the factors that influence their choice of residence. We also urge to test our model developed for other target groups in a city and a final suggestion is to test the study's research design and model for other student cities. Contribution of the thesis: The study presents the students´ perception of the Gävle´s place brand, important factors from the students´ perspective are presented in a new theoretical model. Practical use of this paper is given to the cities leaders by understanding what attracts student´s to choose residence. Keywords: Place branding, image, settlement, students, Gävle.
Syfte: Syftet är att beskriva och analysera hur studenter uppfattar en stads image och vilka faktorer som utmärker stadens place brand. Delsyftet är att undersöka vilken inverkan stadens image har för att attrahera studenter för bosättning. Framställning av studiens forskningsfrågor: Vilka faktorer uppfattar studenter som utmärkande för stadens image? Vilken inverkan har faktorerna på studenternas val av bosättning? Hur skiljer sig studenternas uppfattningar? Metod: Data till studien har samlats in genom förstudie i form av en intervju med stadens ledare. Förstudien samlade data vilket gav underlaget till vår webbaserade enkät som skickades ut till campusstudenter på Högskolan i Gävle. Studien blandar därför kvalitativ och kvantitativ metod men förhåller sig till kvantitativ forskningsdesign. Insamlad data analyserades genom deskriptiv-, faktor-, korrelations-, och klusteranalys i statistik programmet SPSS. Resultat & Slutsats: Resultatet visar att aktiviteter, känsla och miljö är de faktorer som studenter förknippas starkast med Gävles place brand. De variabler som associeras starkast till Gävle och är samtidigt mest betydande för studenternas val av bostadsplats är restauranger, idrott, utmaning, platsens läge och karriär. Olika studentgrupper har olika åsikter över vad som de förknippar starkast med Gävles place brand och för val av bostadsplats. Förslag till fortsatt forskning: Den aktuella studien undersöker till större del fysiska aspekter hos en stads place brand vilket skapar möjligheter för framtida forskning att studera immateriella faktorer i ett place brand ur ett studentperspektiv. Andra rekommendationer är att utföra kvalitativa intervjuer med studenter för att djupare undersöka faktorer som har inverkan på deras val av bosättning. Vi uppmanar även att pröva vår modell på andra målgrupper i en stad och ett sista förslag är att testa studiens forskningsdesign och modell på andra studentstäder. Uppsatsens bidrag: Uppsatsen framställer studenternas uppfattning om Gävles place brand, vilka faktorer som är viktiga ur studenternas perspektiv och presenteras i en teoretisk modell. Praktisk användning av uppsatsen ges till stadens ledare genom förståelse för det som attraherar mest för studenternas val av bosättning. Nyckelord: Place branding, image, bosättning, studenter, Gävle.

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Magagnoli, Matilde. "Design and city branding." Master's thesis, Universidade de Lisboa, Faculdade de Arquitetura, 2019. http://hdl.handle.net/10400.5/20133.

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Dissertação de Mestrado em Design, com a especialização em Design de Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
A disciplina do place branding cresceu em popularidade nas últimas décadas, tornando-se numa área de interesse para muitas cidades por todo o mundo. Levar a cabo uma intervenção de city branding implica um esforço a vários níveis para a administração da cidade, cujo objetivo é capturar a essência da cidade através do envolvimento direto dos cidadãos, definir a reputação e desenvolver um conjunto estratégico de ações para que a imagem da cidade e a reputação desejada se alinhem ao longo do tempo. Os principais objetivos do place branding são atrair novos investidores estrangeiros, melhorar a qualidade das infra-estruturas e a qualidade de vida, atrair novos eventos e mega-eventos de todo o mundo e incentivar a participação ativa dos cidadãos na vida administrativa da cidade. O melhoramento da marca da cidade geralmente resulta na criação de uma identidade visual para a cidade, que se torna numa metáfora gráfica e o recipiente de todos os valores que o local deseja comunicar sobre si. Este estudo tem como objetivo definir o contributo que o design pode trazer para a disciplina de city branding, definir um conjunto de diretrizes genéricas a serem seguidas na criação de uma marca de local e sua identidade visual e colocá-las em prática, desenvolvendo um projeto gráfico para a cidade de Milão. Após delinear um framework teórico para as áreas de branding e place branding, foi realizada uma análise de estudos de caso de modo a observar alguns exemplos reais e bem-sucedidos de marcas de cidades; estes métodos permitiram-nos definir se uma identidade visual dinâmica era a ferramenta mais apropriada para representar uma cidade em forma gráfica, assim como o papel do designer de comunicação no processo de place branding. Assim que a teoria foi estruturada, a pesquisa focou-se especificamente na cidade de Milão: primeiro, um questionário foi desenvolvido e enviado a cidadãos italianos, a fim de capturar a imagem percepcionada e desejada de Milão; segundo, foram feitas entrevistas com figuras influentes políticas e não políticas de Milão, com o objetivo de definir o posicionamento, as aspirações e os problemas da cidade; por fim, foi feita uma observação direta da cidade, além de uma pesquisa histórica sobre o território e símbolos associados. O material recolhido serviu de base para o desenvolvimento de um projeto gráfico, o qual foi então avaliado por um grupo de especialistas. Dado o extenso processo de renovação que Milão realizou na última década e o aumento de sua reputação mundial, a cidade tem as condições históricas corretas para iniciar um processo de place branding. Este projeto, desenvolvido sob orientação parcial e aprovado pela administração de marketing da cidade, dá um primeiro pequeno passo nessa direção.
ABSTRACT: The discipline of place branding has grown in popularity over the last decades, becoming area of interest for many cities all over the world. Undergoing a city branding intervention implies a multi-levelled effort for the city’s administration, whose aim is to capture the city’s essence through direct involvement of citizens, define the reputation and develop a strategic set of actions for the city’s image and desired reputation to align over the course of time. Place branding’s major goals are to attract new foreign investors, improve the quality of infrastructures and the quality of life, attract new events and mega- events from all over the world and fuel citizens’ active participation to the city’s administrative life. The improvement of the city’s brand often culminates in the creation of a visual identity for the city, that becomes the graphic metaphor and container of all those values that the place wants to communicate about itself. This study aims to define the contribute that design can bring to the discipline of city branding, define a set of generic guidelines to follow in the creation of a place brand and its visual identity, and put them in practice by developing a graphic project for the city of Milan. After outlining a theoretical framework for the areas of branding and place branding, an analysis of case studies was carried out in order to observe some real and successful examples of city brands; these steps allowed us to define whether a dynamic visual identity was the most appropriate tool to represent a city in a graphic form, as well as the role of the communication designer in the place branding process. Once the theory was framed, the research moved more specifically towards the city of Milan: first, a questionnaire was prepared and submitted to Italian citizens, in order to capture Milan’s perceived and desired image; secondly, interviews to Milan’s political and non-political influential figures were carried out with the aim of defining the city’s positioning, aspirations and problematics; at last, a direct observation of the city as well as an historical research on the territory and its symbols was completed. The material collected formed the basis for the development of a graphic project, which was then evaluated by a group of experts. Given the extensive process of renovation that Milan undertook in the last decade and the increase of its reputation worldwide, the city is in the right historical conditions to begin a place branding process. The creation of this project, developed under the partial guidance and approval of city’s marketing administration, moves a first small step in that direction.
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Hjelte, Emelie. "Att forma och sälja en destination : En studie som undersöker och analyserar Höga Kustens arbete med platsvarumärke och platsmarknadsföring." Thesis, Umeå universitet, Kulturgeografi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-122647.

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Today more people choose to travel, both for business and leisure, which have resulted in that tourism gradually are considered to be an important industry for different places. The increased possibility to travel and globalization is the main reason why destinations more often tend to use place branding and place marketing as a strategy to differentiate themselves against their competitors. This paper aims to study the phenomenon place marketing from a producer perspective on the destination High Coast, Sweden. Interviews was conducted with both the destination-organization and various tourism company within the region. The study aims to answer following questions: In which way do the destination developers at the High Coast work with place branding and place marketing? Perceive tourism companies in the High Coast area any benefit of and do they share the image that the destination developers want to convey? This paper shows how a destination actively work with packaging and communicating the core values of the destination. The developers work includes for instance a brand analysis where the involvement of companies and local people is one of the main points. The majority of the tourism business companies within the destination High Coast also feel that they can take advantage of the destination developers branding and that they, as individual companies, can help promote the destination.

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Maheshwari, Vishwas. "Interpreting place branding and its significance in sustainable development." Thesis, University of Liverpool, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.533972.

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Björner, Emma. "Imagineering Place : The Branding of Five Chinese Mega-Cities." Doctoral thesis, Stockholms universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-141849.

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Cities, regions, nations and other places have in recent decades become active participants in the global competitive economy, and now operate in a global marketplace, competing with other places all over the world for investors, tourists, residents and workforce. As a result, places use marketing and branding strategies and practices to gain reputation and competitive advantage. Chinese cities have, over the past decades, increasingly engaged in branding activities, and even taken the role of spearheads for China in its positioning in the global economy, seen for example in the organization of mega-events. The branding of Chinese cities nevertheless exhibits some differences compared with city branding in the West. The aim of this dissertation is to contribute to our knowledge of the internal-political aspects of place branding, using field studies of the imagery used in city branding practices in five Chinese mega-cities, namely Beijing, Shanghai, Shenzhen, Chengdu and Chongqing. The focus is on the images and language used in the cities’ branding, and on key political aspects involved in the branding of Chinese mega-cities. The theoretical lens incorporates concepts tied to images, language, imaginaries, ideology and power, and the study relies on an ethnographic, multiple case study approach, including longitudinal fieldwork in China. The findings consist of rich illustrations of the branding of the five Chinese mega-cities, and include an analysis of similar imagery found in all five cities, grouped into economic, international, cultural, social and environmental imaginaries. This shows that city branding in Chinese mega-cities is focused on creating international and competitive cities, while also paying attention to the environment, culture and internal target groups such as residents. A central contribution of this dissertation is the development of the concept ‘imagineering’, used in this study to conceptualize key political aspects of city branding in Chinese mega-cities. Imagineering contains three main elements, namely local adaptations of national directives, policies, plans and concepts; a strong future orientation while also accentuating selected elements from the past; and a focus on local populations with the creation of stability and harmony as a central goal. Imagineering is also conceptualized as a policy instrument exercised by a powerful élite, closely intertwined with urban governance, and used to influence people, values, places and, ultimately, city futures.

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Wilbraham, Rebecca. "Place branding and urban development : a comparative international study." Thesis, University of Newcastle upon Tyne, 2017. http://hdl.handle.net/10443/3781.

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The place branding field is typified by limited theoretical development, to ensure a robust theoretical basis for this study a discursive institutionalist approach has been employed leading to an investigation of place branding defined by the relationship between institutions and narrative. NewcastleGateshead was the core case for this study enabling a close investigation of the construction of a place branding campaign as it happened. This city also formed the basis for the selection of four subsidiary case studies: Leipzig, Malmö, Manchester and Torino. This comparative analysis can claim three key contributions to the field. First, place branding is inherently geographical and dependent on the institutional context of its location. The institutional environment in terms of leadership, cooperation and culture and the institutional arrangements in relation to scale and organisational forms; the strategic, narrating and animating organisations in a location, have an impact on the place branding activity that takes place. Second, place branding can be understood as an embedded historical process. The evolutionary concepts of path dependence, path creation and particularly path plasticity add to the analysis of the development of place branding activities in the cities. Finally, place branding’s main contribution to urban development lies in its ability to enhance the strategic development and management of the city in three key ways. First, by increasing the self-awareness of actors in the city; second, by aiding in the coordination of actors in the city; and finally, through the opportunity to determine a brand geography, enabling city actors to construct the most advantageous geography to further urban development aims. These findings indicate the need for the field to more accurately explore place branding’s potential contribution and to recognise place branding as historical and place specific in order to move beyond accounts which reduce it to a homogenous activity.

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Krochta, Carrie Ann. "Layers of Branding: City and Arts Organization Branding in Columbus, Ohio." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017.

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Malmgren, Jennifer, Sylvendahl Felicia Norman, and Anna Wessman. "City Branding : - What do you expect?" Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53563.

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Background: It has become easy for tourists to visit different countries and cities for vacation due to the globalized world one live in today. Because of the consumers desire to travel and the tough competition among cities, emphasis have been put on city branding with the aim of making a consumer chose a specific city to visit instead of competing ones. In order to create a strong city brand it is important to look at the tourists’ expectations of a city, to get an understanding of what is expected from the consumer and what a city brand should work on in order to get satisfied visitors. Purpose: The purpose of this study is to explain what attributes of a city brand that impact the overall expectation of a potential consumer. Methodology: This is a quantitative study analyzing the 313 answers of conducted questionnaire. The authors have used both a simple and a multiple linear regression to test seven different hypotheses. Conclusion: This research shows that there are six attributes that has a positive impact, these six can explain 77,7% of the overall expectations towards a city brand of a consumer. These attributes are; infrastructure, attraction, uniqueness, expected enjoyment, value for money and word-of-mouth. Expected enjoyment and value for money were the most important attributes when people decide on a trip. Key Words: City branding, destination branding, place branding, expectations, tourism.

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Aarnio, Jenny, and Ida Erlandsson. "Kalmar - ett platsvarumärke i skuggan av Öland och Glasriket : En studie om destinationsutveckling." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20886.

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Turismen i Kalmar har ökat de senaste åren, men hamnar till synes i skymundan av Öland och Glasriket. Hur får man besökare att få upp ögonen för Kalmar som primära resmålet och hur får man dem att stanna? Vi har i denna uppsats intresserat oss för att ta reda på hur ett starkt platsvarumärke skapas och vad som således krävs för att bli en framgångsrik destination, samt hur man kan använda sig av platsmarknadsföring för att nå ut med platsvarumärket till potentiella målgrupper.

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Vieira, Inês Isabel das Neves. "O desenvolvimento da Nazaré através do marketing territorial e do branding." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/28512.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
O Marketing Territorial é considerado um instrumento estratégico, cuja principal finalidade é melhorar a competitividade e o desenvolvimento do território, através da sua promoção e comunicação. Este instrumento estratégico pretende desenvolver um território, garantindo-lhe uma nova imagem, mantendo características de valor e “apagando” velhos conceitos ou preconceitos que possam existir por parte tanto dos residentes como dos visitantes (Barros, Gama, 2010). A presente investigação focar-se-á no estudo de um caso em particular, o desenvolvimento da Nazaré através do Marketing Territorial e do Branding. A Nazaré, conhecida como uma das vilas piscatórias mas típicas de Portugal, é atualmente reconhecida pela prestação do surfista havaiano Garrett McNamara na Praia do Norte (uma das praias da Nazaré), tendo conquistado o título de Maior Onda Surfada do Ano, pelo Billabong XXL (Diário de Notícias, 2012). Esta vila é compreendida por sete praias, sendo que a Praia da Vila e a Praia do Norte são as mais conhecidas e divulgadas pelo Município, pelo Turismo do Centro de Portugal, onde atualmente está integrada a Nazaré e pelo Turismo de Portugal (Turismo de Portugal, Revista Nazaré, 2014). Tendo em conta os objetivos da investigação, esta passará por entender quais as principais características definidoras e qual o potencial do território em questão, determinando assim como o desenvolvimento da indústria do surf na Nazaré poderá contribuir para o crescimento sustentável do território. Pretende-se que sejam aprofundados os conhecimentos já existentes sobre a Vila e a sua ligação à cultura do surf, recriando a marca Nazaré, bem como explorar o potencial da Vila, tornando-a num local mais atrativo tanto para os turistas como para os residentes. É extremamente importante captar a capacidade que a Vila tem de se expandir e entender as qualidades que a mesma já tem e os seus recursos naturais.

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Kroger, Hanne. "The role of sustainability in enhancing place performance through an identity-based approach to place branding." Thesis, University of Plymouth, 2016. http://hdl.handle.net/10026.1/5223.

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Preventing the environmental impacts of economic growth is an important goal in today’s marketplace. This concern for a sustainable future incentivises marketing based around sustainability. The food and beverage industry had its fair share of criticism as its production uses more natural resources than most industries. One industry that has been ahead of other food processors in adopting environmental practices is the wine industry. The close relationship between wine and places is undisputable and so strong that people frequently visit places of wine production in the form of wine tourism contributing significantly to regional economies. For wine to be associated with sustainability, regional stakeholders would be required to represent similar values. The branding of places is far more intricate than branding of products and needs the support of those stakeholders involved. Such support is often discussed as a shared place identity. Only limited previous research has addressed whether the communication of sustainability enhances business performance. No research to date has empirically tested whether a shared stakeholder identity influences the relationship between sustainability branding and business success. To close this gap, a sequential mixed methods procedure was specified using quantitative questionnaires with 420 subjects and 20 qualitative interviews. A model with consequences of sustainability branding and a shared place identity was established using extant research. Mostly existing scales were adapted to fit this research context and tested with a structural modelling approach among Australian and German wineries. It was found that practicing and communicating sustainability significantly influences performance on an individual winery and regional destination level. Furthermore, a shared place identity has been established as a critical success factor in the relationship between sustainability branding and place performance. Both theoretical and practical implications can be drawn from this research. The results have provided empirical evidence on the direct relationship between sustainability and performance, in addition to the moderating role of a shared place identity. These findings extend the tourism literature which states that businesses practicing sustainably, enhance their own performance as well as the overall regional performance. It also extends stakeholder theory by establishing that a shared place identity strengthens this relationship even further, highlighting the need for regional management to initiate a shared sense of identification. Practically, regional managers who are eager to enhance economic performance should be actively involved in developing relationships between the individual wineries and the regional management in order to foster a shared place identity. Furthermore, it is of major importance to establish positive attitudes toward sustainability among winery owners. This can be done by building the confidence of winery owners by offering infrastructures for learning and support about sustainability.

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Myungseop, Lee. "The evolution of place marketing : focusing on Korean place marketing and its changing political context." Thesis, University of Exeter, 2012. http://hdl.handle.net/10036/4061.

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Over the last three decades, within the context of globalisation and intensified inter-urban competition, we have observed the growing use of market-centred strategy such as ‘marketing or branding places’. Despite the worsening of the economic situation since the 2008 global financial crisis, the overall trend of expansion of place marketing based on marketing science keeps going further in many cities in South Korea. Why does this phenomenon happen? How can we interpret it at this time? What does this mean for the cities and their residents? In order to answer these questions, this thesis attempts to understand the process of place marketing projects, and analyse how they were politically formed and what their actual effects were for residents. In addition, it develops a critical understanding of the evolution of urban place marketing projects from the political perspective in Gwangju, South Korea: the Gwangju Biennale, the Asian Culture Complex, the Dome Baseball Stadium, the Urban Folly, and the Gwangju Universiade 2015. Through a nation-wide Korean expert survey and a case study of Gwangju, this research shows that Korean place marketing shares common trends with Western cities as well as having some specifically Korean characteristics. In particular, it tries to reveal the evolving nature of Korean place marketing by employing a combination of multi-scalar and cultural politics approaches. The thesis concludes that some Korean cities such as Gwangju have moved toward neo-liberalisation by employing entrepreneurial strategies of place marketing.

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Lionikaitė, Jūratė. "Modelling of Internal Country Branding." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2013~D_20140114_101807-37096.

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In the presence of globalization countries increasingly implement various initiatives associated to branding to effectively compete in the global market of capital, labour and knowledge. Most of these initiatives are focused on external markets – they are designed to attract foreign investors, tourists, talented people, etc. However, scientists increasingly emphasize the internal audiences’ importance, efforts to involve internal audiences in the process of country branding has recently emerged also in practice. Nevertheless, it was noted that the concept of internal country branding has not yet been established, its logic has not yet been explained, inconsistent use of definitions has been dominated and therefore it is suggested that the conceptualization and modelling of internal country branding is a relevant research problem. In this dissertation the internal country branding was approached from different perspectives. Results of the analysis of scientific literature on the country and internal branding allowed formulating an initial understanding about the concept of internal country branding. In order to provide solid empirical backgrounds for the conceptualisation and modelling expert and internal audiences’ opinion survey as well as analysis of the context related to internal branding created by the countries and spread in the internet were implemented. Summarizing the results a conceptual model of internal country branding was constructed. The model explains the... [toliau žr. visą tekstą]
Globalizacijos akivaizdoje vis daugiau valstybių imasi su ženklodara susijusių iniciatyvų siekdamos efektyviau konkuruoti pasaulinėje kapitalo, darbo ir žinių rinkoje. Dauguma tokių iniciatyvų yra orientuotos į išorines rinkas – jos skirtos pritraukti užsienio investuotojus, turistus, talentingus darbuotojus ir pan. Vis dėlto, įvairius valstybės ženklodaros klausimus nagrinėjantys mokslininkai vis dažniau akcentuoja ir vidinių auditorijų svarbą, pastangos vidines auditorijas įtraukti į vietovės ženklodaros procesą pastaruoju metu ryškėja ir praktikoje. Nepaisant to, pastebima, jog valstybės vidinės ženklodaros samprata dar nėra nusistovėjusi, nepaaiškinta jos logika, nenuosekliai vartojamos sąvokos, todėl teigiama, jog valstybės vidinės ženklodaros konceptualizavimas ir modeliavimas yra aktuali mokslinė problema. Šiame disertaciniame darbe valstybės vidinės ženklodara nagrinėjama iš keleto perspektyvų. Išanalizavus mokslinę literatūrą valstybės ir vidinės ženklodaros tematika suformuluota pradinė valstybės vidinės ženklodaros samprata. Konceptualiajam modeliavimui tvirtesnius pagrindus suteikė atlikti empiriniai ekspertų ir valstybių vidinių auditorijų nuomonės bei valstybių kuriamo su vidine ženklodara susijusio konteksto virtualiojoje erdvėje tyrimai. Apibendrinus tyrimų rezultatus sudarytas konceptualusis modelis, aiškinantis valstybės vidinės ženklodaros logiką ir pagrindinius elementus. Remiantis sudarytu modeliu atliktas Lietuvos Respublikos vidinės ženklodaros... [to full text]

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Lindgren, Nikki, and Claes Lindgren. "Marketing’s Evolution as an Economic Development Strategy : a Washington County, Utah Case Study." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-9891.

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ABSTRACT Authors: Nikki Lindgren and Claes Lindgren Professor: Stig Sörling Title: Marketing’s Evolution as an Economic Development Strategy: A Washington County, Utah Case Study Background: Economic development has been a priority of areas for some time. In the mid-1980s, economic policies and marketing practices joined forces. During this time, cities, regions, states and countries began a clear shift from narrow economic development views to a broader set of strategies to attract new and maintain old businesses, boost tourism, attract investors and expand overseas trade. Today, places have increased their use of highly sophisticated marketing strategies aimed at building competitive markets while targeting specific buyers and positioning the community’s resources to respond to specialized buyer needs and desires. Aim and Purpose: The purpose of the study is twofold: first, to explore how place marketing fits into general marketing efforts and secondly, to provide insights into what factors influence the success of places. Three questions were developed to assist in the direction of the research and to assist in gaining practical and tactical insights obtainable through a case study analysis. Methodology: Theoretical and empirical data is provided and analyzed using the actor’s approach. Primary data is collected via direct observations, email, phone interviews and open dialogues. Secondary data is collected via Internet, magazines and newspapers and meeting notes to provide further depth and to elaborate upon the theoretical findings. Results: We expect the study to highlight important phenomena that occur when viewing place marketing as a general marketing effort. We also expect to uncover practical “success factor” insights into place marketing from which civic and private entities can learn.

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Moilanen, Teemu. "Network brand management : study of competencies of place branding ski destinations /." Helsinki : Helsinki School of Economics, 2008. http://www.gbv.de/dms/zbw/561191824.pdf.

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Andersson, Ida. "Geographies of Place Branding : Researching through small and medium sized cities." Doctoral thesis, Stockholms universitet, Kulturgeografiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-115638.

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Place branding is commonly conceptualized with a focus on big cities, such as London, New York and Singapore, building from concepts and models from mainstream branding theory. In contrast to such conceptualizations, this thesis focuses on place branding in small and medium-sized cities. The present thesis aims to study place branding from a geographical perspective. It starts with debates theoretical and empirical understandings of place branding; what it is and how it is affecting the places where it is introduced. The thesis develops and argues for a perspective of territoriality and relationality to place branding discussing concepts, methods and empirical approaches to carry out place branding research using geographical perspectives. Empirically, this thesis focuses on in-depth studies of place branding in small and medium-sized cities in Sweden. By analyzing the development of place branding over the course of time, nuances and aspects of both territorial and relational origin emerge, situating place branding practices within a wider spatial contextualization. Four individual papers are presented, which taken together contribute to the aim of the thesis. Paper 1 introduces the place branding research field in geography and how it has developed; Paper 2 investigates the phenomena of flagship buildings located in small cities and towns; Paper 3 discusses the relationship between policy tourism and place branding; and Paper 4 analyzes how local environmental policies are affected by green place branding. The thesis demonstrates the complex and continuously interchangeable spatial structures and place contexts that create and re-produce the geographies of place branding. Here, research models and methodological examples are presented to illustrate how place branding can be studied from a geographical perspective and thus improve theoretical understandings of place branding.

At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 3: Manuscript. Paper 4: Manuscript.

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Berlenga, Ana Inês da Silva. "Employer Branding: What Makes a Firm a Desirable Place to Work." Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2218.

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Mestrado em Gestão/MBA
A new concerning is coming to human resource management: the way organizational branding can influence human resources to applied and be committed to enterprises. This application of branding to human resource management has been designate as "employer branding." In the present exploratory study the major objective is to understand the role of organizational reputation, organizational personality and tangible organizational attributes and manager's perception of enterprise attractiveness and commitment. Using an online survey on a 214 sample of Portuguese managers, they describe organizational reputation by emotional appeal and product and services characteristics. Work environment is also important. Organizational personality was characterized by being technical, hard working and secure. The most desirable tangible attributes on enterprise is money and work characteristics. Managers think that their enterprise believe that employees are important but the company don't spend a significant amount of money to keep their employees happy. Manager's main factor of commitment is loyalty and proud that they are part of the company. However they don't consider their company as being the best place to work.

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Rocha, Ruben Nave. "Processo integrado de place branding: : o caso da cidade de Lisboa." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12701.

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Mestrado em Marketing
O place branding é um conceito bastante recente na área do marketing e, apesar do crescente número de publicações ainda procura uma definição e modelo de aplicação consensual. Devido à complexidade dos locais, considerando as várias dimensões e os mais variados stakeholders envolvidos torna-se uma tarefa difícil definir uma estratégia de marketing e branding para os mesmos. Como tal, o presente trabalho aborda a evolução do conceito e um conjunto de dimensões sugeridas por Kavaratzis (2009), sobre as quais os gestores das cidades devem agir, servindo também de comparação com o caso da cidade de Lisboa. Os resultados revelam que existe uma crescente importância na criação e gestão de uma marca da cidade de Lisboa, ainda que de forma embrionária, algo que não foi impeditivo de alcançar os objetivos propostos pela gestão da Câmara Municipal.
Place branding is a quite recent discipline in the marketing area, and despite the growing amount of publications there is still a lack of a conclusive definition or framework about the theme. Due to the complexity of places, considering the many dimensions and stakeholders involved it becomes a difficult task to plan a marketing and branding strategy to places. As such, this work takes on the evolution of the concept and a group of dimensions sugested by Kavaratzis (2009) upon which city managers should act on, being also used to analyze the case of the city of Lisbon. Results reveal that there is a growing importance given to the creation of a brand to the city of Lisbon, yet still on a embryonic level, something that seemed to have not been an obstacle to the objetives proposed by the City Council management.
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Pereira, Brando Albino Sara. "Tourism in university cities : the role of universities in place branding." Thesis, University of Exeter, 2015. http://hdl.handle.net/10871/21034.

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As the reorganization of Higher Education has paralleled that of the welfare-state downsizing, Universities have been challenged by governments to handle to market engagement a key social value. Beyond teaching and research, the emergence of a third mission related to science outreach, cultural/educational tourism activities appeared as an opportunity for Universities to increase revenues. Tourism in university heritage sites became not only a tool for university marketing and enhancement of corporate branding, but also contributed to brand host cities as student destinations (Pawlowska & Roget 2009; Popescu 2012; García-Rodriguez & Mendoza Jiménez 2015). As a contribution to knowledge, this research aimed to enlarge the conclusions of previous studies conducted on the universities’ changing roles and their impacts on society, culture and space (Perry & Wiewel 2008; Goddard & Vallance 2014). Tourism was introduced, not only as a consequence of university internationalization but as a dimension present in organizational behaviour of universities, which produces new place perceptions in the host cities. Consequently, the issue of collaborative place branding amongst different stakeholders in a city emerges in the rational scope of resource dependence theory, as a public diplomacy strategy with planned, concerted actions, also affecting the universities relation to the host cities. Hence, the leading research aims of the thesis are: - To investigate the motives that lead universities to adopt discourses and actions conducing to tourism activities; - To explore collaborative university-city relations in destination branding. This investigation used cross-methods in case-study research and departed from an exploratory participant-observation of the phenomenon in four different universities and countries. The classical use of an ethnographical approach as first exploratory method originated the narrowing of the research into case-studies. As a complement, a scoping questionnaire was designed in order to provide further data for answering the first aim of research. The case-study research was conducted within a qualitative approach through semi-structured interviews and content analysis of university materials in their range of urban institutions communicating the city. The research results suggested that universities have a role in city branding and that tourism plays an informal part in this strategy but following different stages of implementation and approaches. The exploratory first phase of research revealed how universities have the ability to originate and plan tourism activities. The direct involvement of Higher Education Institutions with local governments and tourism stakeholders emerged as part of networking activities, events and direct involvement as tour organizers and owners of tourism interest assets and attractions. The questionnaires and interviews to respondents have indicated that the marketing and communication offices together with the international offices have gained a primary role as bridge organisms with the exterior at the formal level. Despite responding to top-down leadership, these offices have become critical connectors not only to municipalities but also to public and private destination marketing organizations (DMO´s).

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Höijertz, David. "Place branding strategies and urban transformation in ’emerging world class’ cities." Thesis, KTH, Urbana och regionala studier, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-142365.

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Countries in the Persian Gulf and Pacific Asia have in a short time transformed themselves into economic powerhouses. The urban environment in these countries has been highly impacted by a tremendous economic growth and an emphasis on megaprojects containing modernistic urban design as well as the hosting of prestigious events. This has evidently been a part of well-defined strategies in order to maintain growth and to secure future development. Although same or at least similar strategies are used by many ‘emerging world class’ cities, they act in very different environments and with different preconditions. These strategies are mainly thought to originate from theories about global competitiveness where cities act and compete in a global hierarchy. One of the ‘emerging world class’ cities is Kuala Lumpur, the capital of Malaysia. In the case study provided in this thesis, evidence of a very tight and defined strategy containing the usage of world-class urban projects as a facilitator of future growth is presented. This strategy is also a product of a powerful government with a highly motivated Prime minister with almost unrestricted possibilities. Not many other actors have played a significant role in the recent urban transformation of Kuala Lumpur. A different perspective is also investigated which seeks to explain the development using a more domestic approach rather than the global perspective which is emphasized through this study.

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Bell, Fraser. "Beyond place branding? : the emergence of place reputation : a comparative study of Newcastle, Gateshead, Hull and Bristol." Thesis, University of Newcastle upon Tyne, 2016. http://hdl.handle.net/10443/3509.

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While it has become widespread in an international context, place branding has reached an impasse in theory and policy alike as several weaknesses have been uncovered: i) places are too complicated to be branded; ii) place brands have lacked breadth in terms of their application; iii) place brands have proved homogenous and indistinctive and; iv) the outcomes and impacts of place brands have proved difficult to measure. This project examines the proposition that the conceptualisation of place branding can be repositioned as part of a more comprehensive and rounded notion of place reputation. Adapting ideas of personal and corporate reputation, an alternative is proposed that argues that places can improve their standing by constructing and accumulating reputational capital with various audiences. The specific aims of the study are: i) to engage critically with the place branding literature and develop a new conceptual and theoretical basis for the emergent idea of place reputation; ii) to map and explain the different stakeholders involved and the way in which they shape the reputations of places and; iii) to compare the differing processes developed in the case-study cities used to form, shape and manage the reputations of cities and regions. The empirical work focuses on three in-depth case studies of second-tier cities in England: NewcastleGateshead, Hull and Bristol. This strengthens the tenuous connections made between reputation and place in the corporate and place branding literatures and transfers the idea of reputational capital to geographical entities, the thesis makes three contributions. First, place reputation and place branding are interrelated and there is a degree of complementarity between branding practices and place reputation. Second, place reputation is a relational concept and the reputations of places need to be understood in relation to particular audiences (e.g. internal, external), sector (e.g. public, private, civic) and/or domain (e.g. economy, culture). Third, the effectiveness of leadership in a city or region can be fundamental to the quality of the reputation of that specific place.

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Nyqvist, Dowding Bonnie, and Linn Karlsson. "Re-branding Arvika: Evenemanget Arvika hamnfest och dess betydelse för Arvikas identitet." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36898.

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Kenyon, James A. "An evaluation of the image impact of hosting the 2012 Summer Olympic Games for the city of London." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13592.

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Contemporarily, the hosting of mega-events (MEs) is one of several strategies used by cities and governments to bring about improvements in a place s image and recognition. While London, host of the 2012 Olympic Games, is already considered to be a leading global city (e.g. Anholt & GfK Roper, 2011), the potential image benefits to be accrued from hosting the Games may in fact impact more upon internal, domestic perceptions rather than on external, international perceptions (Anholt, Oon, Masure et al., 2008). A key objective, therefore, for those involved in the development and delivery of the 2012 Olympic Games is to further enhance the image of the city (both domestically and internationally) and to minimise the risk of negative image formation (DCMS, 2008). However, image, in the context of MEs, is not an easy component to control, as previous Olympic Games have demonstrated (Shoval, 2002; Smith, 2005). The main purpose of this critical-realism-informed project, underpinned by theoretical-methodological social representation theory (SRT) (Moscovici, 1961, 1984), was to evaluate the domestic image impact of hosting the 2012 Olympics, pre- and post- Games, for the city of London. Based then on social representation theory, and a combination of abductive and retroductive research strategies, a survey was carried out among British citizens to identify their opinions concerning London as a city (or place brand), the Olympics as a ME, and the 2012 Games as a one-off event. Exponential non-discriminative snowball sampling was used to recruit participants (UK citizens, pre-event, n=561, post-event n=215) who completed a mixed-methods questionnaire both before and after the 2012 Olympics were held. The main part of this questionnaire was comprised of randomised free word-association tasks (qualitative) using London, the Olympics and 2012 London Olympics as inductor terms; i.e., Please give the first 10 words that come to mind when you hear the term . Data analysis involved collating the responses of the free word-association tasks into semantic word clusters, with one word (or phrase) representing each theme be that an object, emotion, an opinion, etc. Only words or phrases cited by 15% of participants were used to construct the image of each entity. The next level of analysis involved producing a similarity index and subsequent dendrogram, based on Kendal s correlation coefficient, that established the strength of the connections between the various elements of each social representation. The content and the structure of these pre- and post-event social representations were analysed and then compared to determine whether a.) hosting the 2012 Olympic Games represents an appropriate strategy to develop the city s domestic brand; b.) a co-branding process occurred, expressed by an image transfer, from the event to the place, or vice-versa; and c.) the major differences between the images generated by those living closest to London, compared to those living elsewhere in the UK. While London s overall image does not go through any significant changes pre-to-post event, the results of this study corroborate the value of sporting events in place branding strategies from a domestic perspective, but highlights some limitations, such as the exacerbation of London s pre-existing negative associations. In terms of co-branding, the results do not reveal a co-branding process to have occurred between London and the overall image of the Olympics, but there is some movement of elements from London to the 2012 event (related mainly to pre-Games anticipation) and between the 2012 event and the overall Olympics (related to the latter s unique defining associations). Finally, in terms of the differences between the images generated by those living closest to London, compared to those living elsewhere in the UK, there is a difference which appears to have been facilitated, at least in part, by a 2012-effect, with the event seemingly contributing to London being perceived as generally busier, more expensive and more congested by those living closest to the city, but more vibrant and more multicultural by those living elsewhere in the UK.

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Lagerman, Julia. "Queering Space in a Place Within a Place? : Geographical Imaginations of Swedish Pride Festivals." Thesis, Uppsala universitet, Kulturgeografiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354148.

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I have used Massey’s (1995) concept of Geographical Imaginations together with Ahmed’s (2006) Queer Phenomenology to research the different meanings attached to Pride festivals in Stockholm and Gothenburg. In this thesis, Pride is defined as a contested place, which is held in places. To research perceptions of Pride and its hosting cities, I have interviewed people with experiences from the Pride festivals and city council employees involved with them. I have also analysed communication and marketing material related to Pride and LGBTQ tourism in Stockholm and Gothenburg. The interviews and the published material showed that Pride as a place sometimes queers parts of the city space by changing them temporarily, making LGBTQ performances more visible. Meanwhile, the articulations of Pride made by city officials, employees and tourist marketing materials showed how LGBTQ rights were understood as dependent on space and time, where both the cities and Sweden were conceptualised as “ahead” in time compared to other places, defining human rights as a Swedish national trait and a tourist commodity.

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Eggeling, Kristin Anabel. "Brand new world : the politics of state-branding in Kazakhstan and Qatar." Thesis, University of St Andrews, 2018. http://hdl.handle.net/10023/16789.

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This thesis explores the political use of branding in international relations by focusing on the branding exercises of the Republic of Kazakhstan and the State of Qatar over the last two decades. In most of the existing literature, branding is theorised as a representational and instrumental practice that is strategically used to increase a country's competitive edge. Adopting a critical constructivist lens to the study of International Relations (IR), this thesis challenges this reading and argues instead that branding is a productive and inherently political practice that (re)produces dominant interpretations of state-identity rather than merely describing them. Based on the core constructivist claim that much of politics revolves around the competition to give meaning to the world, this thesis argues that the version of the state promoted through branding is neither neutral nor brand new, but inherently politicised and tied to the conversation and legitimation of the incumbent political regime. Inspired by the ongoing practice turn in IR, the starting point for the analysis is a focus on the display of the state through a range of everyday practices long ignored by IR scholars. In particular, it focuses on how the political leadership in both Kazakhstan and Qatar has used the urban development of their capital cities, the hosting of international sports events, and the construction of 'world-class' universities to present new ideas about their state to various inter/national audiences. Using an original data corpus of multimodal primary and secondary material, the analysis traces how branding practices produce and normalise a certain interpretation of Kazakhstani and Qatari statehood, and then interrogates how we can understand this interpretation as politicised and tied to the interests of the regime. The goal of the analysis is twofold. First, this thesis aims to elucidate how relevant instances of state- branding unfold and travel across different empirical contexts (Kazakhstan and Qatar) and cases (urban development, sports and education). Second, it aims to push current scholarly understandings by (re)conceptualising branding as a genre of contemporary identity politics, and produce broader insights about the characteristics and mechanisms of this increasingly normalised - yet often as politically non-salient dismissed - practice of international relations.

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Gunvaldsson, Maria, and Alexandra Jaccopucci. "Varumärket Sverige : En fallstudie om hur VisitSweden arbetar med varumärket Sverige mot internationella turister." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-18404.

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Syftet med denna fallstudie är att undersöka på vilket sätt VisitSweden arbetar med Sveriges varumärke mot internationella turister och besökare, samt hur de samarbetar med besöksnäringen för att stärka varumärket Sverige. Metodmässigt har vi genomfört en fallstudie på VisitSweden vars uppdrag är att marknadsföra Sverige till internationella turister och besökare. Vi har genomfört kvalitativa intervjuer med marknadschefen på VisitSweden och aktörer i besöksnäringen. Fallstudien visar att VisitSweden i samarbete med NSU (Nämnden för Sverigefrämjande i Utlandet) arbetar med en strategi för Nation branding. Detta för att stärka Sverigebilden. Målet är att skapa en positiv bild av Sverige som lockar till intresse som ska gynna alla näringar. Medlemmarna i NSU har kommit fram till en gemensam målgrupp. Utifrån denna målgrupp har VisitSweden tagit fram två egna målgrupper. En i NSU gemensamt framtagen kommunikationsplattform ligger till grund för att alla ska kommunicera samma enade bild av Sverige. VisitSweden arbetar med integrerad kommunikation i arbetet att stärka varumärket Sverige. De arbetar tillsammans med besöksnäringen för att stärka Sverigebilden och öka turismexporten.
The purpose with this case study is to examine in what ways VisitSweden works with the brand of Sweden towards international tourists and visitors and how they cooperate with the tourism industry to strengthen the brand of Sweden. We have done a case study at VisitSweden whos mission is to market Sweden to international tourists and visitors. We have done qualitative interviews with the Head of Marketing at VisitSweden and organisations in the tourism industry in Sweden. The case study shows that VisitSweden togheter with NSU (The board for promoting Sweden abroad) are working with a strategy for Nation branding to strengthen the image of Sweden. The goal is to create a positive image of Sweden that shall benefit all industries in Sweden. The members in NSU have agreed upon a mutual target group. From that target group VisitSweden have formed two target groups for themselves. The communication platform that NSU has created is the foundation for communicating a consistent image of Sweden. VisitSweden works with integrated communication in the process of strengthening the brand of Sweden. They work togheter with the tourism industry to strengthen the image of Sweden and to increase the tourism export.

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Øiestad, Johanne, and Daniel Nordqvist. "Hur skapas ett varumärke som alla och ingen äger? : En studie av hur uppkomsten av ett platsvarumärke går till." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-13459.

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Syfte – Vårt syfte är att skapa en förståelse för hur professionella konsultföretags varumärkesprocesser går till, när de jobbar för att skapa en attraktiv image för potentiella besökare på platser och destinationer. Vi har vidare undersökt vad konsulterna anser vara viktigt i platsvarumärkesprocessen. Metod – Studien har haft en kvalitativ metod, med en induktiv förklarings- och förståelseansats. Vi har genomfört öppet riktade intervjuer med sex platsvarumärkeskonsulter där respondenterna fick svara fritt utifrån en bred fråga. Teori – Teorikapitlet grundar sig på en modell framtagen av Moilainen och Rainisto som beskriver platsvarumärkesprocessen i fem steg. Modellen beskriver hur en arbetsgång kan se ut när en plats eller destination vill förändra sitt varumärke. Vi använder oss också av en mängd andra referenser i teorikapitlet. Resultat – Resultaten av studien pekar på att arbetsgången konsulterna sinsemellan och gentemot teorin liknar varandra. Respondenterna identifierar intressenterna, gör en omfattande analys och utifrån detta så skapas en varumärkesidentitet, precis som teorin pekar på. De betonar att ingen äger platsvarumärket och att det gör platsen speciell ur en varumärkesaspekt. Utifrån studien ser vi att det finns åtminstone tre gemensamma nämnare som respondenterna tar hänsyn till: Platsvarumärkets komplexitet, identifiera destinationens intressenter och slutligen att skapa engagemang.

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Gouveia, Hermano. "Das Beiras para o Centro : a imagem da região Centro junto dos seus habitantes." Master's thesis, Instituto Português de Administração de Marketing, 2012. http://hdl.handle.net/10400.26/6787.

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A utilização do marketing como estratégia de gestão e promoção territorial pode ser uma mais valia para os locais aumentarem a sua competitividade e atractividade. A marca de um local é cada vez mais considerada como um activo importante no seu desenvolvimento e uma ferramenta fundamental para que os lugares (comunidades, cidades, regiões ou países) se distingam e melhorem o seu posicionamento. A Região Centro é uma criação administrativa recente que aglutina, em grande parte, as antigas regiões das Beiras. O principal objectivo desta investigação consistiu no desenvolvimento do conhecimento empírico, no que concerne à opinião dos habitantes da região sobre a Região Centro, nomeadamente no que respeita ao seu nível de identificação com a região, com a sua marca e o seu sentimento de pertença a esta nova realidade geográfica. A metodologia adoptada consistiu numa abordagem mista, sendo a qualitativa numa fase inicial e, posteriormente, numa abordagem quantitativa que se materializou na realização de um inquérito aos habitantes da Região Centro, tendo-se obtido uma amostra de 2.050 indivíduos. Os resultados foram submetidos a testes estatísticos por forma a validar as conclusões da investigação. Apesar de os resultados mostrarem que, parece não ser linear para os inquiridos, fazer a separação entre a marca e a região, foi possível determinar as variáveis que influenciam as percepções dos habitantes quanto à marca e à região e concluir que os inquiridos associam à marca as mesmas características e atributos que associam à região.

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Skinner, Heather. "Conceptualising the relationship betwen nationhood, national and clutural identity, and place branding." Thesis, University of South Wales, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.528225.

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Shoaib, Turki Mohammed. "Place branding in a globalizing Middle East : new cities in Saudi Arabia." Thesis, Oxford Brookes University, 2017. https://radar.brookes.ac.uk/radar/items/88098f91-21f6-46a7-9b7a-a271a34f8cd5/1/.

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The study explores the development and branding of a new city in Saudi Arabia. As place branding theory is geared towards existing places, it does not take into account newly developed cities. Here place branding takes on a new significance. How do we develop a brand for a city that does not yet exist? Who are the actors involved and how do they influence the process? The study uses thematic discourse analysis to investigate the interplay between actors and place brand development in King Abdullah Economic City (KAEC) in Saudi Arabia for two separate branding scenarios; holistic and investment. It is further structured through the theoretical lens of actor-network theory (ANT) to take advantage of relational aspects that can lend insight on how a brand is created and enacted. As the research focuses on the process of creating meanings and concepts to build a place brand, an exploratory, inductive approach was used as a basis for the methodology. This revolved around using the KAEC project as both a critical and representative case study to build theory in this specific type of urban development and location as it was the only new city in the country in a stage that showed both the development of urban fabric and place brand. Additionally, the study utilized a mixed- method approach that used multiple sources of data including the analysis of visual representations, public media, semi-structured qualitative interviews, and a focus group. The findings have highlighted the importance of place branding in the development of new cities and that the process is extremely actor driven. It also places focus on the challenges involved in place branding such as politics, special interest groups, management, stakeholder involvement, and authenticity. To properly develop and brand a new city, effort must be placed on aligning the development to all place branding goals. While economic goals are important in financing physical infrastructure, a focus on people is imperative to success, making social development equally important as physical development in new cities and their branding. In this context, place branding is not separate from the development process as a strong reciprocal relationship has been shown to exist between them. The study also emphasises the importance of branding practices in the beginning stages of new city development. It further suggests that the message itself, the conceptual place brand, can represent a socially constructed idea or belief that can shape perceptions about the project before physical form is developed and can also affect this form as it is being planned and created.

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Streegan, Nicole M. "Planning Sacramento's Cleantech Zone: A Case of Policy, Practice, and Place Branding." DigitalCommons@CalPoly, 2013. https://digitalcommons.calpoly.edu/theses/1066.

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Clean technologies that create a positive impact on global climate change are developed in cities and regions throughout the United States. The City of Sacramento aims to capitalize on this market trend by building partnerships between regional actors such as universities and venture capital groups, as well as identify land, and subsequently specific land uses and development guidance, to support growth in this industry. This research paper uses the single case study methodology to identify the major dynamics working to build and sustain Sacramento’s Cleantech Zone, as well as their relationship between urban planning and economic development tools.

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Svensson, Einar, and Philip Hagne. "KOMMUN-IKATIONEN : En studie om kommuners externa kommunikation och varumärke." Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-218078.

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Abstract Title: External communication and brand strategies in Swedish municipalities  Author: Philip Hagne & Einar Svensson  Tutor: Jessica Gustafsson  Purpose: The aim of this thesis was to study and obtain greater understanding on how Swedish municipalities use external communication and branding strategies to gain and attract more residents. The key questions to be answered in this thesis were: What does the external communication look like in the selected municipalities? Are the selected municipalities trying to establish their own brand? What does the work on creating the brand look like?  Method/Material: This thesis is based on material collected trough interviews with people working with external communication in eleven swedish municipalities. The selected municipalities where divided into two groups based on their negative or positive population growth between 2005 and 2012. All of the selected municipalities where in the same population range between 20,000 and 40,000 citizens. The theoretical framework used in this thesis consists of David Aaker’s theories on Brand Equity along with Graham Hankinson’s, Gregory Ashworth's and Mihalis Kavaratzis theories on Place Branding.  Main results: The main results show that the external communication is rather similar in all of the eleven municipalities regardless their population trend. The study could not show any definite correlation between the use of external communication and branding towards gaining new inhabitants. However this thesis sugests that municipal councils have changed their attitudes in prioritizing the external communication. The attitude from municipal councils today are more positive than earlier research has shown. Furthermore this thesis has shown that the financial issues and low communication budgets still are the main reason for limited work on external communication, though this is solved with collaborations with local actors in the public sphere.  Number of pages: 64  Course: Media and Communication studies C  University: Division of Media and Communication, Department of Information Science, Uppsala University  Period: Fall 2013  Keywords: Brand, external communication, municipalities

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Aronsson, Cecilia, Sara Rudenstam, and Sofia Ödeen. "Produktutveckling i stadens tjänst : en explorativ studie om design av souvenirer." Thesis, Tekniska Högskolan, Högskolan i Jönköping, JTH, Industriell organisation och produktion, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-21402.

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It is increasingly important for cities to attract visitors, potential new residents and businesses. Jönköping is one of the cities working with place marketing, a strategy that intends to mediate a positive image of the city, in order to accomplish just that. People often have a need to preserve the memory of a trip into something tangible. Anyone visiting Jönköping encounters a souvenir choice, much like the one in many other cities. Linked to the idea of positive place marketing, our work aims to investigate how we as product developers can create a product that en¬hances the image of Jönköping based on the thought that all residents are con¬sig¬nors. Accordingly, we develop three different products from the residents' own image of the city. Our research questions are: Based on the photographs, what image of Jönköping do the ambassadors mediate of their own city? As designers, what in Jönköping's history versus the image of Jönköping today, can we seize in order to give products for visitors a sense of authenticity? As designers, how can we use knowledge of place branding in the development of souvenirs? We performed interviews within three different aspects: history, souvenirs and place branding, all focused on the city of Jönköping. The interviews and a work-shop formed the basis for the further design process. This work has resulted in three products: the matchbox Det nya Jönköping i en historisk förpackning, highlights an important part in the city's history and becomes a conversation piece. Lek dig genom Jönköping want to show visitors what the city offers, and distinguish it from others, from the on-site. Detaljerna gör staden is an every¬day object and function can get residents to begin to discover the details of their own city. Through the use of knowledge and theories of place branding and souvenirs, we would argue that we have found a way to actually catch the residents' image of the city in a number of products. We also believe that it would be able to apply this type of project in other locations to create more authentic and at the same time innovative souvenirs.
Det blir allt viktigare för städer att locka till sig besökare, potentiella nya invånare och näringsliv. Jönköping är en av de städer som arbetar med platsmarknadsföring, en strategi som handlar om att förmedla en positiv bild av staden, i syfte att åstadkomma just detta. Människor har ofta ett behov av att bevara minnet av en resa i något materiellt. Den som besöker Jönköping möts av ett souvenirutbud likt det i många andra städer. Kopplat till idén om positiv platsmarknadsföring syftar vårt arbete till att undersöka hur vi som produktutvecklare kan skapa en produkt som stärker bilden av Jönköping utifrån tanken om att alla stadens invånare är avsändare. I detta tar vi fram tre förslag på produkter utifrån Jönköpingsbornas egen bild av staden. Våra frågeställningar är: Utifrån fotografierna, vilken bild av Jönköping förmedlar ambassadörerna av sin egen stad? Vad kan vi som designers ta till vara på i Jönköpings historia kontra bilden av dagens Jönköping för att ge produkter avsedda för besökare autenticitet? På vilket sätt kan vi som designers använda kunskaper inom place branding vid utveckling av souvenirer? Vi har genomfört samtalsintervjuer utifrån tre olika aspekter: historia, souvenirer och platsmarknadsföring, alla med fokus på staden Jönköping. Intervjuerna och en workshop låg till grund för den fortsatta designprocessen. Arbetet har resulterat i tre produkter: tändsticksasken Det nya Jönköping i en historisk förpackning, lyfter fram en viktig del i stadens historia och blir en conversation piece. Spelet Lek dig genom Jönköping vill visa besökaren vad staden erbjuder och särskiljer den från andra, under tiden den används på plats. Underläggen som namngetts Detaljerna gör staden har en tydlig vardagsfunktion och kan få invånarna att börja upptäcka detaljer i sin egen stad. Genom att använda oss av kunskaper och teorier inom place branding och souvenirer vill vi hävda att vi har hittat en väg för att faktiskt fånga Jönköpingsbornas bild av staden i ett antal produkter. Vi tror också att man skulle kunna applicera denna typ av projekt på andra platser för att skapa mer autentiska och samtidigt nyskapande souvenirer.

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Hallberg, Linda, and Josefine Sjöberg. "Ett dynamiskt varumärkesarbete : En fallstudie av Kalmar med ett invånarperspektiv." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35902.

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Bakgrund: Det är intressenterna som tillsammans samskapar platsvarumärket, dock har invånarnas betydelse i sammanhanget hittills inte uppmärksammats. Relationen mellan Kalmar kommun och invånarna påverkar platsens kultur, image och platsidentitet. Dessa element är sammanvävda och utgör platsvarumärket, vilket innebär att varumärkning bör ses som en dynamisk företeelse. Kalmar kommun saknar dock riktlinjer över hur de ska involvera invånarna i varumärkesarbetet, så att de tillsammans kan forma och förmedla ett attraktivt Kalmar. Syfte: Syftet med denna uppsats är dels att undersöka hur invånarna kan relateras till platsens kultur, platsidentitet och image, vilka utgör platsvarumärket. Dels att föreslå riktlinjer gällande hur Kalmar kommun ska involvera invånarna i kommunens varumärkesarbete. Metod: Studien bygger på fallstudie av Kalmar kommuns varumärkesarbete. Metoden utgörs av dels en kvalitativ studie med intervjuer och dels på en kvantitativ studie med enkäter. Resultat, slutsatser: Invånarna har tre övergripande roller såsom att de är medborgare med ett demokratiskt inflytande vilket utstrålar platsens kultur, de är ambassadörer av platsen vilket innebär att de kan ge avtryck på andras images och de är även en integrerad del av varumärket Kalmar då de utnyttjar stadens utbud i form av kommunens service samt bidrar med liv till staden i form av puls. Riktlinjer för hur invånarnas roller ska integreras i varumärkesarbetet presenteras i form av förslag till hur kommunen kan använda elektroniska medier för att skapa en interaktiv kommunikation.

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Kassabian, Kristian, and Tobias Goldman. "The involvement of a university as a stakeholder in the place branding process. Case:Jönköping Science City." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-28707.

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Background: Strategic place branding has gained increased recognition lately, both scholarly and inpractice. Because of globalization, cities are today constantly competing with othercities all over the world. Therefore it is today important for a city to communicate animage that is distinguished from others. However, a city’s image is not communicatedby a single organization, but by a various number of stakeholders. A city consists ofmany different stakeholders, which can make it a complex process. Problem: Much of the existing research argues for the need to involve stakeholders in theprocess of branding cities. How to successfully do so is however still not clearlydefined. This is a complicated manner since every stakeholder is different and hasdifferent needs, priorities and perspectives. This means that stakeholders are also ableto contribute to a city and its brand in a unique way, which existing research lacks indefining. As of last year, Jönköping Municipality and Jönköping University officiallybecame partners in a project called Jönköping Science City. This is a strategiccollaboration between the two parties around a common future vision for Jönköping. Purpose: The purpose of this thesis is to investigate how the involvement of JönköpingUniversity, as a stakeholder, looks like in the process of branding Jönköping city.Meaning that this study will analyze the collaboration and the effects that theuniversity has as a major stakeholder and as an educational center in the city. Method: Primary and secondary data have been used in order to fulfill the purpose of thisthesis. A case study, in-depth interviews and existing literature have provided atheoretical and empirical base to for the analysis and conclusion. Conclusion: Jönköping University is a unique stakeholder and has had considerable contributionfor the city and its brand. By an established cooperation with the university, Jönköpingcity are in turn able to utilize the positive
Bakgrund: Till följd av globaliseringen som idag är ett faktum finns numera en konstantkonkurrens städer emellan. Detta har lett till en allt större betydelse och intresse kringstrategisk platsmarknadsföring, både vetenskapligt och i praktiken. I praktiken betyderdetta att städer idag har ett behov av att kommunicera en unik varumärkesimage somskiljer sig från övriga städer. Däremot kommuniceras inte städers varumärkesimageenbart av en organisation, utan genom många olika aktörer aktiva i staden. Problem: En stor del av den befintliga forskningen betonar vikten av att involvera dessa aktöreri stadens marknadsföringsprocess. Det finns dock inget entydigt svar på hur detta skallgenomföras och oklarheter råder på området. Att involvera aktörer i en sådan processär ofta komplicerat då olika aktörer har skilda behov, prioriteringar och perspektiv. Nuvarande forskning saknar även fakta kring det faktum att olika aktörer kan bidra tillen stad på unika sätt. Detta har författarna valt att kolla vidare på genom att undersökadet nyligen startade samarbetet mellan Jönköpings kommun och Högskolan iJönköping, Jönköping Science City. Jönköping Science City är ett officiellt samarbetei syfte att skapa och jobba mot en gemensam framtidsvision parterna emellan. Syfte: Denna uppsats har till syfte att undersöka Högskolan i Jönköpings medverkan iJönköpings stads marknadsföringsprocess. Detta kommer att göras genom attanalysera samarbetet mellan de båda parterna och de bidragande effekter somsamarbetet medför. Metod: Både primär- och sekundär data har bildat grunden för denna uppsatts. Författarna haranvänt sig utav en fallstudie, djupintervjuer och befintlig litteratur. Slutsats: Högskolan i Jönköping är en unik aktör i sin roll som stadens lärosäte och har bidragittill en stor del av den utveckling som skett i staden. Genom ett samarbete meduniversitetet, har Jönköping stad bättre kunnat utnyttja den positiva

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Lundström, Josefin, and Jonsson Martina Engebretzen. "Stadsdelen som varumärke : Invånares uppfattningar om Gävles stadsdelar." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-15299.

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Titel: Stadsdelen som varumärke - Invånares uppfattningar om Gävles stadsdelar Nivå: Kandidatuppsats i ämnet företagsekonomi Författare: Martina Engebretzen Jonsson & Josefin Lundström Handledare: Jonas Kågström Datum: 2013 - Augusti Syfte: Syftet med detta examensarbete är att analysera hur varumärket för en stadsdel uppfattas i en medelstor stad och om undersökningar som tidigare gjorts på länder och städer kan appliceras och tas ned till stadsdelsnivå. Metod: I den här studien kommer en kvantitativ metod med en deduktiv ansats att användas. Vidare kommer det positivistiska synsättet att ligga till grund för utformandet av studien. En enkät har utformats, utifrån en modifiering av City Brands Index, anpassad för stadsdelar. Resultatet på enkäten har sedan sammanställts och analyserat i statistikprogrammet Minitab samt Excel där ett nytt index tagits fram. Resultat och slutsats: Vi kan se att det föreligger uppfattningar som gör stadsdelarna till ett varumärke. Det finns tydliga indikationer på vad som utgör en populär stadsdel och till en önskvärd plats att bo på. Ryktet har stor påverkan för såväl den positiva som negativa uppfattningen om stadsdelar som varumärken. Detta är något som både allmännyttan, fastighetsmäkleri, privata fastighetsbolag samt kommunens stadsplanering kan ha intresse av vid utvecklande av områden. Förslag till fortsatt forskning:Studien kan göras om efter ett par år för att se förändringen av uppfattningen kring stadsdelarna, och sedan jämföra med hur lång tid som krävs för stadsdelar gentemot den tid det tar för länder och huvudstäder att ändra sin brand image internationellt. Uppsatsens bidrag: Studien bidrar till den forskning som finns inom områdena för place branding och city branding. Detta då det testas om tidigare forskning kring länder och/eller städer som varumärken även går att applicera på dimensionen stadsdelsnivå, samt att fokus läggs på invånarnas perspektiv.

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Mineur, Patrik, and Johanna Pirttikoski. "Branding Södertälje : en studie av förutsättningarna för samarbete mellan de interna intressenterna." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-10733.

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Syftet med uppsatsen är att undersöka förutsättningarna för ett samarbete mellan de interna intressenterna i en stads varumärkningsprocess. Utifrån uppsatsens syfte har en kvalitativ undersökning genomförts i form av sju intervjuer med intressenter inom den varumärkesbyggande processen i Södertälje. Vetenskapliga teorier med inriktning på främst varumärkning av städer och samarbeten har används vid analys av den inhämtade informationen. De slutsatser vi har dragit i denna uppsats är att samarbete som strategi är möjlig men att denna kan inneha sina begränsningar när en stad skall varumärkas. Genom att undersöka den varumärkesbyggande processen i Södertälje har vi uppmärksammat den komplexitet som föreligger hos varumärkning av en plats med flera intressenter. Förutsättningarna för ett samarbete mellan de interna intressenterna inom turism- och besöksnäringen i Södertälje anser vi vara möjligt genom engagemang, delat ansvar och kommunikation. Vi anser dock att det ur ett större perspektiv, då en hel stad skall inkluderas, kan uppstå motsättningar om näringar som inte kände en naturlig roll att deltaga skall inkluderas i den varumärkesbyggande processen.
The purpose of this thesis is to examine the possibilities for cooperation between the internal stakeholders of a city's branding process. Based on the purpose for this thesis a qualitative study was conducted in the form of seven interviews with stakeholders in the branding process of Södertälje. Scientific theories, focusing primarily on the branding of cities and cooperation, have been used in the analysis of the collected information. The conclusions we have drawn in this thesis is that cooperation as a strategy is possible but can be limited when applied on a city. By examining the branding process in Södertälje, we have noted the complexity that exists in the branding of a city with several different stakeholders. We believe that the prospects for cooperation between the internal stakeholders in the tourism and hospitality industry in Södertälje to be possible through commitment, shared responsibility and communication. We do however believe that disagreements may occur when a broader spectrum of the city’s stakeholders, whom do not feel a natural role to participate, are included in the branding process.

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Grillot, Kateri M. Huxman Susan. "What happened in Vegas ? The use of destination branding to influence place attachments /." Diss., A link to full text of this thesis in SOAR, 2007. http://soar.wichita.edu/dspace/handle/10057/1135.

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Thesis (M.A.)--Wichita State University, College of Liberal Arts and Sciences, Elliott School of Communication.
"May 2007." Title from PDF title page (viewed on Dec. 26, 2007). Thesis adviser: Susan Huxman. Includes bibliographic references (leaves 137-143).

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Dissertations / Theses on the topic 'Place branding'

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