City Branding: A research on the collaboration between two organisations and their branding process of Jönköping
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 organis...
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Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
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ndltd-UPSALLA1-oai-DiVA.org-hj-238742014-06-28T04:59:10ZCity Branding: A research on the collaboration between two organisations and their branding process of JönköpingengZedenius, IdaLindblom, JosefinBertilsson, JohannaInternationella Handelshögskolan, Högskolan i Jönköping, IHH, FöretagsekonomiInternationella Handelshögskolan, Högskolan i Jönköping, IHH, FöretagsekonomiInternationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi2014City brandingpartnershipJönköpingDestination JönköpingJönköping City ABJönköpingsfestenCity imageBackground 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. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23874application/pdfinfo:eu-repo/semantics/openAccess |
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City branding partnership Jönköping Destination Jönköping Jönköping City AB Jönköpingsfesten City image |
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City branding partnership Jönköping Destination Jönköping Jönköping City AB Jönköpingsfesten City image Zedenius, Ida Lindblom, Josefin Bertilsson, Johanna City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
description |
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. |
author |
Zedenius, Ida Lindblom, Josefin Bertilsson, Johanna |
author_facet |
Zedenius, Ida Lindblom, Josefin Bertilsson, Johanna |
author_sort |
Zedenius, Ida |
title |
City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
title_short |
City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
title_full |
City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
title_fullStr |
City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
title_full_unstemmed |
City Branding: A research on the collaboration between two organisations and their branding process of Jönköping |
title_sort |
city branding: a research on the collaboration between two organisations and their branding process of jönköping |
publisher |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi |
publishDate |
2014 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23874 |
work_keys_str_mv |
AT zedeniusida citybrandingaresearchonthecollaborationbetweentwoorganisationsandtheirbrandingprocessofjonkoping AT lindblomjosefin citybrandingaresearchonthecollaborationbetweentwoorganisationsandtheirbrandingprocessofjonkoping AT bertilssonjohanna citybrandingaresearchonthecollaborationbetweentwoorganisationsandtheirbrandingprocessofjonkoping |
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1716705438588731392 |