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"Made in Sölvesborg": - city branding av en mindre kommun
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Made in Sölvesborg" : - city branding of a small local community (Swedish)
Abstract [en]

Globalization has contributed to a tougher competitive environment. This change has created a need for a strong city identity. Local communities have to find their competitive edge and uniqueness to attract new residents, investors and visitors. The purpose of this thesis has been to give an explanation to why it’s important for a small local community to create a competitive identity. We’ve studied the case of Sölvesborg and how they communicated their profile via a communication campaign and what the purpose of this symbolic communication was. To reach our conclusions we have combined theoretical studies and qualitative interviews. After analyzing our material, we came to the conclusion that Sölvesborg uses city branding to be able to differentiate themselves in the competitive market by creating a unique profile. They chose to use the media coverage given when their local soccer team joined the highest league to create something that could get them to penetrate the media noise. 

Place, publisher, year, edition, pages
2012. , 48 p.
Keyword [en]
city branding, corporate identity, image, communication, campaign and local community
Keyword [sv]
city branding, profil, identitet, kommunikation, kampanj och kommun
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-19145OAI: oai:DiVA.org:lnu-19145DiVA: diva2:529786
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Uppsok
Humanities, Theology
Supervisors
Examiners
Available from: 2012-06-27 Created: 2012-05-31 Last updated: 2012-06-27Bibliographically approved

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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