lnu.sePublications
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Bilden av Hässleholm: Kommunens framställning vs. medias
Linnaeus University, School of Business and Economics, Department of Marketing.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to examine how the municipality of Hässleholm works with their brand and how they describe and communicate the city. To be able to work with a product or a service as a brand and to create and develop the brand identity it is necessary to first clarify what the current image is. The image is how people think of the brand and could be based on anything from their own experience, hearsay, marketing or formers like media. Because of that it should be interesting and important for the municipality to know what is being written about the city. To begin my research I have read newspaper articles that contain the word "Hässleholm" in order to get a perception of the municipality through newspaper articles.  The article search is covering the articles from the seven largest daily newspapers in Sweden during a year starting with 2011-03-01 and ending with 2012-02-29.  I have also based my report on three semi structured interviews with people working in the municipality who have great knowledge of the marketing and work with brand subjects.  My conclusion after completing my research is that there is a misconception on what the municipality and media are telling about Hässleholm, the perception is not the same. Although it is clear what is most important for media to cover and what type of events in the city that will gain media coverage. By knowing this the city could use it as a part of their work with the brand Hässleholm and it could also work as a decision support for the directorials in the municipality.

Place, publisher, year, edition, pages
2012. , p. 57
Keywords [sv]
Platsvarumärke, identitet, image
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-46968OAI: oai:DiVA.org:lnu-46968DiVA, id: diva2:865958
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Supervisors
Examiners
Available from: 2018-12-20 Created: 2015-10-29 Last updated: 2018-12-20Bibliographically approved

Open Access in DiVA

fulltext(819 kB)10 downloads
File information
File name FULLTEXT01.pdfFile size 819 kBChecksum SHA-512
3657a07b9dd154a04ac277cc5efe3c8f7335a37ae843867b9278736b03e36b8edcfbeaef3af94d4e965d18b917d9b6882253770879929519c5bb588e865d9678
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 10 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 12 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf