The purpose of this thesis is to analyze and investigate how the consumer-oriented commerce can be developed and integrated to the brand Västervik.

This thesis has a qualitative approach and we have done a case study of the Swedish city Västervik. We have performed interviews, with eight selected respondents who have different backgrounds, but with competence in different problem areas that we investigate in this thesis.

We have, in this qualitative thesis, found aspects that Västervik should consider if they want to succeed with an integration of commerce in the brand. We have through a model found common facets that commerce and tourism shares and which Västervik should consider in the process of branding the city.

The results of this thesis are presented in chapter six, there we also have featured reappearing tendencies that consider the development of commerce and how the commerce could be integrated in the brand Västervik.