Place branding originates from the original term branding and attempts to brand a place instead of a product. Current place branding theories are blurry and many theories have occurred, which has caused confusion among the research community. Place branding theories have mainly focused on branding tourismdestinations, countries, cities and places and not on branding city centers. This study aims to explore the place branding components that are essential when branding city centers and create an adapted model for city centers.Purpose:The purpose is to explore how the place branding components can be applied to city centers.Research questions:RQ1: How can place branding be used in order to brand city centers?RQ2: What components of place branding are essential when branding a city center?Methodology:Qualitative approach, cross-sectionalstudy, semi-structured interviews.Conclusion:The new model suitable to apply on city centers is named City center branding model and includes the following components: City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation. Key words:Place branding, city center branding, City center people, City center identity, City center infrastructure, City center stakeholders and supply, City center communication, City center experience and City center evaluation.

Etableringen av köpcentra i Malmö har medfört en ökad konkurrens gentemot handeln i stadskärnan vilket märktes tydligt vid Emporias invigning 2012. Handeln i staden tappade kraft och problem med vakanser uppstod. Syftet med studien är att undersöka hur centrumhandeln har utvecklats och hur fastighetsägarna ser på problemet med vakanser idag och om man fortfarande har problem med vakanser.Studien har genomförts med en kvalitativ metod där totalt sex intervjuer genomförts med både fastighetsägare och en samverkansorganisation för att få en bild av hur man arbetar med gågatan. Studien har presenterat teorier kring utbud, efterfrågan, konkurrens, hyror och samverkan. Resultatet av studien visade att stadskärnans attraktivitet avgör om andra handelsplatser är ett hot eller inte och att attraktiviteten är direkt kopplad till vakansgraden. Det är därför viktigt att stadskärnan utvecklar sina starka egenskaper och skapar något unikt som de andra handelsalternativen inte kan uppnå. För att utveckla staden till en attraktivare plats krävs det att alla aktörer i området skapar gemensamma mål och arbetar tillsammans. Citysamverkan gör det möjligt för fastighetsägare, butiker och kommunen att samverka för att göra staden attraktivare. Fastighetsägarna har även en stor roll i hur staden utvecklas då valet av butiker är en välplanerad process som följer den gemensamma vision man har i de olika delområdena. Studien visar på att samverkan är helt avgörande för attraktiviteten och att attraktiviteten påverkar hur stora vakansproblem man får. / The establishment of shopping malls in Malmö has resulted in increased competition, which was clearly noted at Emporia's opening in 2012. The trade in the city lost power and problems with vacancies arose. The purpose of the study is to investigate how the center trade has evolved and how property owners look at the problem of vacancies today and if you still have problems with vacancies.The study has been conducted with a qualitative method where a total of six interviews were conducted with both property owners and a collaborative organization to get an idea of how to work with the street. The study has presented theories about supply, demand, competition, rents and collaboration. The result of the study showed that the city center's attractiveness determines whether other trading venues are a threat or not and that the attractiveness is directly linked to the vacancy rate.It is therefore important that the city center develops its strong qualities and creates something unique that the other trading options can not achieve. In order to develop the city into an attractive location, all actors in the area need to create common goals and work together. Citysamverkan enables property owners, shops and the municipality to work together to make the city more attractive. Real estate owners also play a major part in the development of the city, as the choice of stores is a well-planned process that follows the common vision of the various sub-areas.The study shows that collaboration is crucial for attractiveness and that the attractiveness affects how much vacancy problems one gets.

The first part of this thesis focuses on the theory of a car free city. It does a shallow dive into the theory on garden cities by Ebenezer Howard and how his plans can function as a starting line for this thesis. Furthermore, we take in the concept of how to Copenhagenize a city with Copenhagen itself as a point of interest. The thesis also adds on an answer of what will happen with the cars when they are moved out of the city.A couple of case studies are added as base for the understanding of how this kind of project can function. However, as this thesis is in a new field of study these cases are only partially relevant to the concept since a perfect case does not exist yet.This thesis should serve as an eye opener for both the general public and private investors and municipalities alike. Nowadays as more and more people are focusing green energy and how to minimize pollution in accordance with the Paris decree. A large factor will be on how to modernize our cities. This thesis illustrates the concept of removing the cars from the cities and how such a city infrastructure could work. Also showcases the authors own project that is created in accordance with the concept where he has created the city center for an area that is developed for a car free city.

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etableringen av köpcentra i Malmö har medfört en ökad konkurrens gentemot handeln i stadskärnan. För fem år sedan utsågs Malmö stadskärna till årets stadskärna, idag står flertalet butikslokaler tomma längs gågatan. Syftet med studien är att undersöka vilka faktorer som är betydande för handeln i Malmö stadskärna samt hur fastighetsägare och butiker resonerar kring vakanserna. Studien genomfördes därför med hjälp av en kvalitativ metod där totalt nio intervjuer med både fastighetsägare och butiker gjordes, för att båda parters resonemang kring den rådande situationen i stadskärnan skulle framgå. Studien har presenterat teorier kring rumslig konkurrens, tillgänglighet, utbud, förvaltning och hyror samt samordning och Citysamverkan. Resultatet av studien visade att stadskärnans attraktivitet avgör om köpcentra är ett hot eller inte mot stadskärnan. Det räcker inte att stadskärnan utvecklar de egenskaper som gör ett köpcentra starkt utan stadskärnan måste skapa något som är svårt för andra marknadsplatser att kopiera. För att skapa något unikt kan stadskärnan använda strategin produktdifferentiering genom att exempelvis införa nattekonomi. Att ta tillvara på ankare och att fastighetsägarna tar ansvar för förvaltningen av utemiljön i stadskärnan är även satsningar som bör göra stadskärnan mer attraktiv. Studien visade på att det finns ett samarbetsproblem i Malmö stadskärna. Båda parter anger att de vill samarbeta, och anordna olika event, men anser att den andra parten är ovillig att samarbeta. För att lösa samordningsproblemet måste någon part vara villig att ta första steget och stå för de kostnaderna som krävs för att ett samarbete ska uppstå. Studien visade även att butikerna ansåg att en hyressänkning i stadskärnan bör genomföras, vilket fastighetsägarna inte höll med om. Det finns teorier som säger att hyressänkningar inte är en lösning men det finns även teorier som säger att hyressänkningar kan vara en lösning för att behålla butiker i stadskärnan.Nyckelord: Stadskärna, centrumutveckling, handel, externhandel, detaljhande / The establishment of out-of-town shopping centers in Malmo has increased competition amongst retail in the city center. Five years ago, Malmo city center was selected city center of the year; today there are several vacancies along the high street. The purpose of the study is to investigate significant factors that play a key role for retail in Malmo city center and landlords and boutiques opinions towards the vacancies. The study was therefore conducted using a qualitative method in order to gather the opinion of both parties on the current situation in the city center. The study has shed light upon theories as spatial competition, availability, supply, management and rents as well as coordination and Citysamverkan. The study came to the conclusion that it's the attraction of the City center that decides if shopping malls are a threat or not. The city center cannot solely rest on the same ideas that we normally would encounter in a shopping mall. The city center must distinct itself from the others in a way that is hard for others to copy. In order to create something unique the city center can adapt strategies such as product differentiation, for example introducing night-time economy. Efforts that can make a big difference is main attractions and management of the surrounding environment. Looking back at the interviews held with landlords and boutiques it was discovered that they have lack of proper communication. Both parties declare that they are willing to cooperate, at the same time both parties blame each other’s for lack of will to cooperate. In order to solve the issue one of the two will have to willingly take the first step and finance the initial costs in order to get going and make progress. The study displayed the fact that most of the boutiques wanted reduced rents within the city center, the landlords do not agree on this. There are theories that support the landlords’ opinion on the other hand there is also theories that agree that cutting down on rents could mean that boutiques could be kept in the city center. Keywords: City center, city center development, trade, out-of- town shopping, retail

This thesis concern how retailers reasons regarding where to locate their store. Previous research stipulates that retailers consider several factors that builds Retail Attractiveness when they decide their store location. The purpose of this thesis is to explore how retailers reason when it comes to where to locate their store. The study is conducted in Kristianstad, Sweden, with retailers located either in the city center, at the out-of-town shopping mall, or both. To fulfill the purpose, semi-structured interviews were held with four retailers that made different decision when C4 Shopping was established. Five interviews were conducted, lasting between 25 and 40 minutes. All interviews were held with store owners and decision-makers. A conceptual model was created from existing literature in order to analyze the results. The original model includes the factors Cluster effects, Accessibility, Atmosphere, and Place Attachment. Under the factors there are sub-factors to nuance the factors. The model ultimately leads to Retail Attractiveness. In the revised model three new factors were added: Rent, Safety, and Proximity to Workplaces. One sub-factor was also removed. It is concluded that retailers consider the factors in the revised model, rate the factors, and thereafter decide where to locate. This thesis adds insights on how retailers reason when they decide where to locate their store, and what factors they consider the as the most important. There is also a discussion on how the conceptual model can be used to measure Retail Attractiveness and explain retailers locational decisions in similar cases elsewhere.

Inspirada na arte de fazer situacionista, por caminhos derivantes esta dissertação pretende acompanhar através de uma cartografia deambulante, os conflitos entre os vendedores ambulantes e o Estado, que tomam espaço no centro de Porto Alegre. Uma verdadeira guerra travada no cotidiano: de um lado, os ambulantes que taticamente, desde a conformação da cidade até hoje, montam e desmontam uma cidade ambulante por entre a sólida e robusta arquitetura urbana – aqui cartografados através da construção de mapas, enquanto: MaPopulação, MapArquitetura e MapAção; e de outro lado, as forças do Estado, que atuam estrategicamente no combate à cidade ambulante – aqui cartografados como: legislação, Secretaria Municipal de Desenvolvimento Econômico e Movimento Legalidade, enquanto política pública. Encaremos historicamente os processos urbanos que atingiram os sujeitos vulneráveis na conformação das cidades, para acompanharmos as subjetividades que circunscrevem os ambulantes enquanto coletividade no cotidiano do Centro Histórico - que astutamente escapam às políticas espaciais impostas pelo Capitalismo através do Estado. / Inspired by the situacionist’ art of making, by derivative footpaths this dissertation intends to follow, through an itinerant cartography, the conflicts between the street vendors and the State, that take place in Porto Alegre’s city center. A real war in the everyday life: on one side, the street vendors that tactically, from the conformation of the city until now, every day assemble and dismantle an itinerant city through the solid and robust urban architecture - here mapped through the construction of maps, while: MaPopulation, MapArchitecture and MapAction; on the other side, the forces of the State, which act strategically in the fight against this itinerant city that the streets venders build - mapped here as: legislation, municipal secretariat of economic development and legality movement as public policy. We will realize in the historical background of the urbanization processes that affected the vulnerable individuals in the conformation of the cities, in order to follow the subjectivities that circumscribe the street vendors as a collectivity in the daily life of the Historical Center - that astutely escapes from the spaces’ politics imposed by Capitalism through the State.

Media har i flera år skrivit om att centrumhandeln i många städer har en negativ tillväxt. De externa köpcentrum har under den senaste tiden haft en positiv tillväxt. Under de 10-20 senaste åren så har stora detaljhandelskedjor haft som strategi att etbalera sina nya butiker i de externa köpcentrumen. När de väljer att etablera sig där så ökar konkurrensen för centrumgalleriorna. Syftet med denna uppsats är ta reda på centrumledarnas syn på situationen för centrumgalleriorna och de externa köpcentrumen i Västerås och Norrköping. Åtta centrumledare på centrumgallerior och externa köpcentrum i Västerås och Norrköping har intervjuats samt en fastighetsmarknadsutvecklare i Norrköping. De var sex män och tre kvinnor med en medelålder på 44 år. Vi valde att undersöka bokslut från de företag som förvaltar galleriorna och de externa köpcentrumen för att kunna få en mer opartisk bild.   Sammanfattningsvis så visar det sig att det råder en överetablering av centrumgallerior i Västerås och i Norrköping så har konkurrensen ökat markant de senaste åren. Städerna visar en tendens till att ett externt köpcentrum har vuxit sig större och tagit marknadsandelar av centrumgalleriorna och de övriga externa köpcentrumen. I båda städerna ser de externa köpcentrumen centrumgalleriorna som ett komplement till deras handel men centrumgalleriorna ser de externa köpcentrumen som en konkurrent. / The media has for years written about the decline of retail in city centers. The external malls have recently experienced a positive growth. In the last 10-20 years large retail companies have had a strategy to establish their new stores in the external malls. After the establishment the competition for city center malls increased. The purpose of this paper is to find out the mall managers view on the situation of the city center malls and external shopping centers in Västerås and Norrköping. Eight mall manager in Västerås and Norrköping were interviewed and a real estate market developer. There were six men and three women with a mean age of 44 years. We also chose to examine the financial statements from the malls companies in order to get a more impartial view. Summary of the results shows that in Västerås there is an over establishment of the city center malls and in Norrköping the competition has significantly increased over the last several years. The cities show a tendency that one external mall has grown larger and taken market shares of city center malls and other external malls. In both cities the external malls see the city center malls as a complement but the city center malls see the external shopping malls as a competitor.

Expanderande städer resulterar i ökande behov av godstransporter och för att behålla en fungerande godsdistribution kan åtgärder behöva vidtas. Trafikstockning och försämrad stadsmiljö är negativa effekter som kan förknippas med en dåligt fungerande godsdistribution. Citylogistik handlar om att kontrollera och optimera godstransporter i urbana områden (city) så att negativa effekter minimeras. Olika typer av citylogistiska åtgärder och koncept har identifierats. Till dem hör till exempel samdistribution, reglering av godstransporter och avancerade IT-system. Inom ramen för projektet SAMLIC, som startades i Linköping 2004, genomfördes pilotförsöket PILOT med det övergripande syftet att utvärdera ekonomisk potential med samdistribution i Linköpings city. Under PILOT omsattes ett samdistributionskoncept i praktiken. En databas med information om godsdistributionen under försöket upprättades för senare analys. Syftet med detta examensarbete har varit att formulera matematiska modeller över godsdistributionen i ett medelstort city, som kan ge underlag för utvärdering av citylogistiska koncept och i synnerhet samdistributionskoncept. De matematiska modeller som tagits fram är optimeringsmodeller för ruttplanering och metoder för att lösa optimeringsmodellerna har implementerats. För att utvärdera modellerna och metoderna har en fallstudie av Linköpings city gjorts, med datamaterial från PILOT. Modellerna ger möjlighet till effektiva analyser och jämförelser av citylogistiska koncept. Fallstudien visar dessutom att optimering av godsdistributionen i city innebär god förbättringspotential vilket ger ytterligare motiv till att använda modeller som verktyg. / Urbanization and city expansion result in an increasing need of transportation of goods, and in order to maintain efficiency, measures are needed. The aim of city logistics is to minimize negative impacts associated with city center goods distribution, such as traffic congestion and negative impacts on the living environment. Several city logistic measures have previously been suggested, such as freight consolidation, governance and advanced IT systems. Within the SAMLIC project started in 2004, a demonstration project known as PILOT was carried out in central Linköping, wherein the concept of freight consolidation was applied in reality. The objective was to evaluate the economic potential of freight consolidation. The aim of this thesis was to formulate mathematical models of the distribution of goods in a medium sized Swedish city. The models are to be used in the evaluation of city logistic measures, focusing on freight consolidation. The distribution problem is modelled as a vehicle routing problem, and methods for solving the resulting optimization problems have been implemented. Using data from PILOT, the models have been applied on Linköping with the purpose of evaluating the methods, as well as investigating the potential of using models for planning the distribution of goods. Conclusions involve that analyses of, and comparisons between, city lo-gistic measures can be efficiently made using mathematical models. The case study also indicates that goods distribution can be improved through the use of optimization methods, which further motivates mathematical modelling.

This study concentrates on the fragmentation process of the city centers. The study suggests that it is not necessarily the planning decisions or the lack of a rigorous planning framework that brings about the fragmentation process. Local and global economic and social circumstances may also give way to fragmentation of the city center. These processes take place through the countenance of developers, city authorities and central government. In this context, the study focuses on the fragmentation process of the city center functions with specific attention to the retail decentralization. The issue is considered within the dilemma between the investor and urban development. The main concern of the study is to put forward the fragmentation process of the city center of Ankara, as a consequence of the changing economic structure and the decision making processes under certain economic conditions, concentrated on decentralization of organized retail. Within this framework three different methods are used to display the fragmentation process. The first one consider the changes in the urban space / the second one focus on the processes of location and relocation of public buildings / and the third one consider the impacts of the organized retailing on the fragmentation of the center through Armada Shopping Center. The first two methods, which are historical and geographical, demonstrate how this process was formed and the final empirical method quantitatively illustrates the fragmentation process. Doing this, the fragmentation process and the changes in the city center analyzed through the entrepreneurs and the major representatives of the central government and local administrations under the given economic and social structure.