Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The main aim of this study is to analyse the brand management of five different municipalities in the region of Stockholm. This area of study is particularly interesting to us as it highlights the complexity of brand management within public institutions. In this study we ask ourselves to which extent the municipalities in Stockholm are working consciously with their brands. To bring light to this question we haveconducted in-‐depth interviews with five different managers of each communication department within five different municipalities. To analyse the outcome of each interview we used fourdifferent theories: brand management theory, communication theory, leadership theory and social institutional theory. We found that themunicipalities in a high degree focused on the same aspects in the use of branding such as: general trend, communication, leadership, competition and place versus institutional branding. Each component is an important part of the process in creating a brand for the municipality. This raised several questions for further studies such as: democracy versus efficiency, whether a symmetric two-‐part communication is possible and the common risks of municipality branding.
Place, publisher, year, edition, pages
2013. , 35 p.
Varumärke, varumärkesuppbyggnad, kommun, brand management och kommunikation.
Media and Communications
IdentifiersURN: urn:nbn:se:su:diva-91096OAI: oai:DiVA.org:su-91096DiVA: diva2:630778