A common phenomenon is that larger cities have different place identities; therefore, this thesis is based on the case of Malmö since it is Sweden's third largest city. The purpose was to explore how Malmö’s place image coheres to its place identity, and how the duality of Malmö influences the place image.   The research was based on a qualitative case study with an abductive approach since the purpose was explorative. Furthermore, the developed conceptual framework of this thesis was based on previous research regarding place branding, more specifically, place image and place identity. The empirical material in this thesis was collected through a comprehensive user-generated content analysis of Instagram posts as well as through two semis-structured focus groups with people living outside of Malmö.   Findings revealed that the place image and place identity cohered in some aspects, while in other aspects the place image differs from the place identity. Furthermore, the findings revealed a complex duality within the city; thus, the place identity of Malmö sends out dual messages which influenced the place image that strengthened the duality of Malmö.   The findings of this thesis have contributed with insights to the field of place branding since the concept of place image has not been related to dualities within cities in previous research.The limitations of this thesis were that the participants in the focus groups were from the same university which might have influenced their perception. Another limitation was that only people aged 35 or younger participated. Due to Covid-19, it was hard to find people older than 35 to the focus groups and the result could receive a broader perspective if the participants were older. These limitations could be considered in future research to receive the place image of a broader age range. Furthermore, future research could consider complementing the method of this thesis with focus groups to expose both the positive and negative side of Malmö.

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Vi har genomfört en kvalitativ studie där semistrukturerade intervjuer har utförts på arbetstagare samt arbetsgivare inom kommunal och privat verksamhet i mindre orter. Det som undersöks är hur arbetsgivarna inom vardera sektor arbetar med employer branding och för att få ett attraktivt arbetsgivarvarumärke, samt hur det påverkar arbetstagarnas motivation. Teorier som studien är baserad på är motivationsteorier, kommunikation, employer value proposition, företagskultur samt place branding. Studien visar att det skiljer sig åt kring hur arbetsgivaren inom den privata sektorn arbetar, jämfört med den kommunala sektorn. Inom kommunal verksamhet är arbetsgivaren inte fullt medveten om vilken strategi de har för att stärka arbetsgivarvarumärket, och är även kluvna kring vad som är det unika med verksamheten som kan locka nya arbetssökande. Respondenterna som representerar arbetstagarna inom kommunal verksamhet motiveras av att göra skillnad för kommunens invånare, och anledningen till att de trivs på arbetsplatsen är främst genom en bra samhörighet med kollegor. De anser att lönevillkor samt utvecklingsmöjligheter är förbättringsområden, samt att personalavdelningen bör vara tydligare i sitt arbete med att stärka arbetsgivarvarumärket. Inom privat verksamhet anser arbetsgivaren att de behöver bli bättre på att arbeta med den interna kommunikationen av arbetsgivarvarumärket, för att stärka företagskulturen och lyfta förmåner av att arbeta inom företaget. Arbetstagarna inom den privata sektorn trivs väl på sin arbetsplats, och motiveras till stor del av flexibiliteten i arbetetsamt stoltheten av att tillhöra verksamheten. / This is a qualitative study where semi-structured interviews have been conducted on employees and employers in municipal and private occupations in smaller towns. What is investigated is how employers in each sector work with employer branding and to strengthen their employer brand, and how this affects employees' motivation. Theories on which the study is based are motivation theories, communication, employer value proposition, corporate culture, and place branding. The study shows that the employer in municipal occupations is not fully aware of their strategy for strengthening the employer brand. The employees in municipal activities are motivated by making a difference for the municipality's residents, and they thrive in the workplace mainly based on a good connection with colleagues. They think that the human resources department should be clearer in its work to strengthen the employer brand. In private business, the employer thinks that they need to become better at working with the internal communication of the employer brand, in order to strengthen the corporate culture and highlight the benefits of working within the company. Employees in the private sector thrive in their workplace, and are largely motivated by the flexibility of their work and the pride of belonging to the workplace.

This study is a rhetorical analysis of how three sparsely populated regions in Norrland –Region Västerbotten, Region Norrbotten and Region Jämtland Härjedalen – communicate on YouTube to strengthen their place branding, create a strong regional identity and attract new residents. By analyzing the content of the videos in relation to stereotypes about Norrland, the study aims to gain insight into how these regions communicate, and how the communication affects the image of Norrland. The study contributes to understandings of how regions communicate to create a positive image of themselves and attract newcomers. The results show that common themes emphasized in the videos are the regions unique and beautiful nature, well developed healthcare, technological innovation, hope for the future and a sense of community between the residents in the region. The findings also indicate that regions mostly use ethos and pathos in their videos to appeal to viewers emotions and establish credibility.

As place branding becomes more significant to a city, events have become a way to attract visitors nationally and internationally. Large cities are putting on events that can attract millions of people. While the literature has excellent knowledge on events in place branding, the small city is neglected. Events that utilize nature are one of the main ways cities arrangeevents. Nature has endless potential and can provide fantastic opportunities for a city. Research is needed into small cities and how to use natural events in place branding to compete with large cities. This study aims to demonstrate and analyze outdoor/nature events' role in place branding. The study also aims to research this in the context of a small city, as the literature has a heavy bias towards large cities in place branding and even more so with events in place branding. The method used in this paper is a qualitative case study methodology since we wanted to investigate Destination Jönköping’s work with place branding thoroughly. Furthermore,direct observations and document analysis were made to build the analysis. The results of our study show that Destination Jönköping extensively uses Nature events in place branding in order to deal with a lack of resources as a small city. While nature events are used by all cities in place branding efforts, small cities have a more significant benefit as they have difficulty competing with large cities in large-scale indoor and city events.

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Kommuner i Sverige har genom det kommunala självstyret möjlighet att själva styra över hur deska fördela sina resurser och definiera målsättningar. Kommunens uppgift att erbjuda godalevnadsförhållanden och tjänster till sina medborgare finansieras av skatteintäkter från arbetstagare som sysselsätts i offentlig verksamhet och näringsliv med produktion av varor och tjänster.Kommunens möjlighet att fritt organisera arbetet med att skapa tillväxt och framstå som enattraktiv kommun för existerande och potentiella medborgare, samt att utveckla och locka till sig näringslivsaktörer utmanar strateger, byråkrater och planläggare. Hur kommunen gör sig attraktiv och vilka verktyg den använder sig av är olika, beroende på vilka förutsättningar, drivkrafter och ambitioner den har.Denna studie undersöker Varbergs kommuns strategier och operativa initiativ för samverkanmed näringslivsutvecklande aktörer för att skapa attraktivitet för näringslivet. Genom kvalitativ metod, intervjuer, dokumentanalys samt en tematisk analys har Varbergs kommun studerats, beträffande hur de väljer att organisera sig i samverkan med näringslivsutvecklande aktörer för att skapa tillväxt. Vilka verktyg och strategier som kommer till användning för att skapa attraktivitet och vilka utmaningar som identifieras av aktörer presenteras med bakgrund i vår empiri.Resultatet visar att Varbergs kommun arbetar med att göra sig tillgängliga för näringslivet på ett sätt som finner stöd i teori och tidigare forskning. Flertalet informanter noterar en positiv och tydlig omställning i hur kommunen arbetar internt såväl som externt mednäringslivsutvecklande aktörer. / Municipalities in Sweden have broad powers to decide for themselves how they prefer to carry out their responsibilities, what goals they define, and how they use their resources. The municipality's responsibility of offering good living conditions and services to its citizens is financed by tax revenue from employees in public services and businesses generating production of goods and services.The municipality's ability to freely organize work to create growth and appear as an attractive municipality for existing and potential citizens, and to develop and attract business partakers challenges strategists, bureaucrats and planners. How the municipality can make itself attractive and what tools they use are different depending on its pre-conditions, advantages and ambitions.This study examines Varberg municipality's strategies and operational initiatives for cooperation with partakers to create attractiveness for business trade and industry. Through qualitative methodology, interviews, document analysis and a thematic analysis, we’ve studied how the municipality of Varberg chooses to organize services and functions in cooperation with business partakers, to create growth. Tools and strategies used to create attractiveness and challenges identified by interviewees are presented, based on the collected empirical data.The municipality of Varberg is working to make itself available to trade and industry in a manner supported by theory and previous research, where a strategy of collaboration to create attractiveness for business has been implemented within the municipality. Our interviewees express they experience change in how the municipality works internally as well as how they interact with business development partakers.

This study looks at the capital of Colombia, Bogotá’s mobility department, and how this institution is using the bicycle as a tool to brand the city. Bogotá has had a remarkable increase in bicycle ridership for several years, this duo to the city's implementation of bicycle lanes and politicians that have incorporated planning that favors this transport method. Even so, the city still has challenges in making bicycle transportation inclusive for everyone. Research suggests that to make a city more inclusive, it is important to understand the struggles and dilemmas within the current planning. This study examines questions such as: Which group or specific users are a dilemma when planning and developing Bogota as a bicycle city? Why is this group or user a challenge or dilemma in the planning? And: Does this group fit into the planner's vision of a cycling city? Through interviews with important stakeholders, academics, and bicycle representatives, the study identified Bicycle messengers as a dilemma. Some representatives of this group are also interviewed. Together with field observation, the theoretical framework, and the found data, this study analyzes the three-research question and answers why bicycle messengers are a dilemma for planners, as they pose a security risk. This finding is further discussed in the paper along with the theories of place branding, the right to the city, and a southern theory approach. Exploring the fact that the mobility department's own vision and branding can be one of the causes of finding this group to be a dilemma.

In the pursuit of attracting more tourists in a market where competition is growing on a global scale, place branding has become increasingly more common. An underexplored alternative within the place branding literature is place brand ecosystems, and how they can create value for both the place brand itself as well as the tourists that travel there. This thesis aimed to research how a place brand ecosystem can be conceptualised as well as how tourists derive value from viewing a place brand as a place brand ecosystem. The conceptualisation of the place brand ecosystem was conducted through a literature review, leading up to the construction of a conceptual framework. The constructed framework showed that a place brand ecosystem could be conceptualised through interactions between stakeholders, place brand perception, and value co-creation. This framework also set the basis for an interview guide to understand tourist value perception of place brand ecosystems. The data collection was conducted through a set of semi-structured interviews consisting of 11 respondents holding a degree of interest of Arjeplog as a tourist destination.  The results of the data collection showed that tourists saw value in functional attributes being more easily accessible to each other, meaning a place brand ecosystem where stakeholders co-operate will be able to construct their functional attributes more easily. The attributes themselves will differ between places, and the place brand ecosystem must identify their strengths and weaknesses among the stakeholders and adjust accordingly. Furthermore, the place brand ecosystem must manage the brand positioning in relation to the brand image, meaning they must meet the expectations they have set out to market, or the tourists would leave discontent as opposed to if they had travelled there without expectations.

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