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Building a public brand: the internal brand building process and the brand team
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
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2010 (English)In: Gothenburg Research Institute / [ed] Petra Adolfsson; Rolf Solli, Gothenburg Research Institute , 2010, Vol. vol. 2, p. 83-96Conference paper, Published paper (Refereed)
Abstract [en]

While branding strategies traditionally have been applied most extensively by profit driven businesses, brands are now also viewed as powerful tools for public organizations. More and more cities are using city branding to position themselves. A local government can for example develop city brands to attract and retain a growing number of inhabitants, businesses and visitors. Previous research shows that city brands can learn from existing knowledge in the area of corporate branding. Even though planning can be seen as one of the most important aspects in building a brand, research on internal brand building, (i.e., the activities that occur before the brand is implemented) and on the people involved in this process, is still scarce. The purpose of this study was to explore the internal corporate brand building process of a city brand and identify the brand team. An illustrative case of the internal brand building process for a city brand, which was initiated by a Swedish local government, was selected. Findings show that the three stages in the internal brand building process (i.e., brand audit, brand identity, and brand position statements) could be identified. However, results show that the repositioning of the city brand had to be done stepwise and the internal brand building process, including all three stages, was repeated already after five years. Findings indicate that internal as well as external members were included in the brand team. The Head of Development at the local government was found to be the central individual of the brand team, i.e., the brand champion.

Place, publisher, year, edition, pages
Gothenburg Research Institute , 2010. Vol. vol. 2, p. 83-96
Series
GRI-rapport ; 2010:3
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-29632Local ID: 32b12b50-a551-11df-a707-000ea68e967bOAI: oai:DiVA.org:ltu-29632DiVA, id: diva2:1002856
Conference
Göteborg Public Management Seminar : 17/11/2009 - 18/11/2009
Note
Godkänd; 2010; 20100811 (asa_w)Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2018-04-10Bibliographically approved

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http://hdl.handle.net/2077/22742

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Wallström, ÅsaEngström, AnneStyvén, Maria EkSalehi-Sangari, Esmail

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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Output format
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