Den säljbara staden: Om platsmarknadsföringens praktiker och konsekvenser i Stockholm
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This thesis aims to explore and widen the understanding of place branding with a focus on the branding of Sweden’s capital Stockholm. By analyzing the narrative created by the public sector, portrayed mainly on websites with the objective of marketing Stockholm I aim to answer questions I deem relevant to the field. These include questioning regarding the very nature of place branding, the local branding in relation to existing research on the field and which types of people Stockholm aim to attract with its marketing.
I find that a lot of the marketing aimed at external groups, such as expats and potential investors, has a high level of congruence with the leading theories on the field. These mainly focus on the importance of attracting and building a city revolving around satisfying the needs of the social class popularly named “The creative class”.
This is being put in relation to the place marketing and branding used for internal groups, those who already exist in the given area, to analyze similarities, differences and eventual problems which arise due to this.
I find that even though the differences are at times quite notable, a lot of the place branding have a high level of relevance in regards to the research and theories on the field. Even though problems like the gentrification and homogenizing of places, which in and of itself destroys many of the values portrayed as important, risk to occur with this aggressive marketing towards the creatives Stockholm seems to have a clear plan of how to succeed in growing and being prosperous. And it certainly is today.
Place, publisher, year, edition, pages
2016. , 30 p.
Samhällsplanering, Platsmarknadsföring, Stockholm, Richard Florida
Human Geography Law and Society
IdentifiersURN: urn:nbn:se:su:diva-131460OAI: oai:DiVA.org:su-131460DiVA: diva2:939878