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Sveriges Florida: Borgholms kommuns interna varumärkesarbete
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the field of municipal services there are a wide range of aspects a small community must consider, especially considering that the circumstances in which a municipality operate continuously are changing. The changes include, for example, migration, individual lifestyles, the political governance and environment. Especially the latter might have a big impact on a town based on tourism such as Borgholm. We particularly have taken an interest for how this might affect the internal branding and internal brand communication of Borgholm municipality.

Through our research we have found that Borgholm municipality in no particular extent is working with living the brand or any similar concepts. Also, we have found that the success of the internal branding of the organization in a great extent depend on the individuals of the different branches of the municipality’s work rather than on a coherent communication structure which reaches the whole organization.

Place, publisher, year, edition, pages
2011. , 89 p.
Keyword [en]
Brand, Borgholm municipality, identity, positioning, service, employee branding, living the brand
Keyword [sv]
Varumärke, Borgholms kommun, identitet, positionering, service, employee branding, living the brand
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-11066OAI: oai:DiVA.org:lnu-11066DiVA: diva2:402515
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-03-08 Created: 2011-03-08 Last updated: 2011-03-08Bibliographically approved

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Linnaeus School of Business and Economics
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