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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

City Branding: A research on the collaboration between two organisations and their branding process of Jönköping

Zedenius, Ida, Lindblom, Josefin, Bertilsson, Johanna January 2014 (has links)
Background City branding is an emerging practice that is executed by an increasing number of cities all around the world. The concept is used to transform a location into a destination by applying different strategies. Jönköping is a growing city in terms of size, revenue and population. Two organisations, Destination Jönköping and Jönköping City AB, are constantly working with city branding in Jönköping to improve its city image. Purpose The purpose of this study is to identify and investigate the collaboration between Destination Jönköping and Jönköping City AB and if a partnership exists. Another part of the purpose is to recognise the main elements that have been used in order to achieve the same goal, which is to generate growth. Furthermore, an investigation will be performed of how significant these specific elements have been and still are for Jönköping’s branding process. Method In order to achieve the purpose of the thesis, primary as well as secondary data have been collected. Interviews, a case study and existing literature have provided a well-established foundation for the analysis and conclusion.   ConclusionThe authors found that the two organisations often help each other with different projects, however, they do not have a declared partnership. A partnership would be beneficial for both organisations regarding greater resources, larger networks and possibilities to reach wider target groups. The most important elements are Elmia and Jönköping University, which attract individuals to Jönköping. This results in an increase in the city’s growth.

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