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Folkbibliotek och varumärkesskapande: om möjligheterna för folkbibliotek att skapa och stärka varumärke genom programverksamhet
Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan.
Högskolan i Borås, Institutionen Biblioteks- och informationsvetenskap / Bibliotekshögskolan.
2012 (svensk)Independent thesis Advanced level (degree of Master (One Year))OppgaveAlternativ tittel
Branding and the public library : about the possibilities for public libraries to create and strengthen brands by means of program activities (engelsk)
Abstract [en]

The purpose of this thesis is to examine whether or not the public libraries under review can make use of Frans Melin’s strategic branding platform to create or strengthen their brands by means of their programme activities. The study addresses two issues; how are the programme activities relevant to the way libraries can work with their brands, and what potential do these libraries have to create and/or reinforce their brands through programme activities? The empirical material has been obtained through qualitative interviews structured around Melin’s platform. This has also been used to discuss and analyse the results. Melin’s platform is comprised of six interactive factors: product attributes, brand identity, core value, positioning, market communication and internal brand loyalty. The respondents in the interviews were limited to library staff members. The results showed huge variation in how the libraries in the study work with their brand. The analysis revealed that very few of the libraries were working actively with their brand or even discussing how they could approach such a task. It also disclosed that the public’s confusion over the local libraries’ identity and image is shared by some of the staff working at the libraries under review. This presents a problem when creating a brand through programme activities. However, discussion and conclusions revealed that public libraries have great potential to benefit from Melin’s platform and with additional work and restructuring they can create a brand through their programme activities that is representative for the library’s organisation as a whole.

sted, utgiver, år, opplag, sider
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2012.
Serie
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2012:8
Emneord [sv]
varumärkesteori, varumärke, folkbibliotek, programverksamhet
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-16392Lokal ID: 2320/10604OAI: oai:DiVA.org:hb-16392DiVA, id: diva2:1308279
Merknad
Program: BibliotekarieTilgjengelig fra: 2019-04-30 Laget: 2019-04-30

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