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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-46968 |
| Date | January 2012 |
| Creators | Mänty, Maria |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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