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Varumärket Helsingborg - en kvalitativ studie om invånardeltagande i staden för dig som vill något

Ivarsson, Linnéa LU and Schölander, Sara (2020) SKDK11 20201
Department of Strategic Communication
Abstract
Abstract
This study aims to examine how Helsingborg City handles the balance between creating a strong city brand and at the same time being responsive, listen to and involve the city’s residents. The empirical material in this study consists of five semi-structured interviews with people who are involved in the communicative and brand building work at the city of Helsingborg, as well as three strategy documents related to the brand of Helsingborg. We have chosen to adopt a qualitative approach and a hermeneutic tradition of science throughout our research. To answer our re- search questions, we conducted the analysis by looking upon our empirical material through theories within place branding and political sociology. The analysis... (More)
Abstract
This study aims to examine how Helsingborg City handles the balance between creating a strong city brand and at the same time being responsive, listen to and involve the city’s residents. The empirical material in this study consists of five semi-structured interviews with people who are involved in the communicative and brand building work at the city of Helsingborg, as well as three strategy documents related to the brand of Helsingborg. We have chosen to adopt a qualitative approach and a hermeneutic tradition of science throughout our research. To answer our re- search questions, we conducted the analysis by looking upon our empirical material through theories within place branding and political sociology. The analysis implies that the city of Helsingborg in many ways is working successfully with participa- tion, but in some aspects fail to fully include the citizens in the brand building pro- cess. The main conclusion suggests that the city of Helsingborg, through strategic and practical branding as well as widespread investment in resident participation, can ensure that there are platforms that the inhabitants can use, and thus provide good opportunities for engagement and influence. At the same time, they cannot ensure that these platforms actually contribute to the residents' involvement, and thereby fully agree with the image the city wants to convey. This study contributes to knowledge as well as a critical perspective to the brand building work that can take place in a city, and the difficulties this work can entail. (Less)
Popular Abstract (Swedish)
Sammanfattning
Denna studie syftar till att undersöka hur Helsingborgs stad hanterar balansgången mellan att å ena sidan bygga ett starkt varumärke och samtidigt vara lyhörda, lyssna på och involvera stadens invånare i detta arbete. Studiens empiriska material består av fem halvstrukturerade livsvärldsintervjuer med personer som arbetar med kom- munikation och varumärkesbyggande vid Helsingborgs stad, samt tre strategidoku- ment relaterade till varumärket Helsingborg. Studien baseras på den vetenskapsteo- retiska utgångspunkten hermeneutik. För att svara på de forskningsfrågor studien grundas i utfördes analysen genom att det empiriska materialet granskades utifrån valda teorier inom place branding och politisk sociologi. Analysen visar... (More)
Sammanfattning
Denna studie syftar till att undersöka hur Helsingborgs stad hanterar balansgången mellan att å ena sidan bygga ett starkt varumärke och samtidigt vara lyhörda, lyssna på och involvera stadens invånare i detta arbete. Studiens empiriska material består av fem halvstrukturerade livsvärldsintervjuer med personer som arbetar med kom- munikation och varumärkesbyggande vid Helsingborgs stad, samt tre strategidoku- ment relaterade till varumärket Helsingborg. Studien baseras på den vetenskapsteo- retiska utgångspunkten hermeneutik. För att svara på de forskningsfrågor studien grundas i utfördes analysen genom att det empiriska materialet granskades utifrån valda teorier inom place branding och politisk sociologi. Analysen visar att Helsingborgs stad på många sätt arbetar framgångsrikt med invånardeltagande, samtidigt som de i vissa fall misslyckas att inkludera medborgarna fullt ut i det varumärkesbyggande arbetet. Studiens slutsats fastställer att Helsingborgs stad, ge- nom strategiskt och praktiskt varumärkesarbete samt utbredda satsningar på in- vånardeltagande, kan säkerställa att det finns plattformar som invånarna i staden kan nyttja, och därmed ge goda möjligheter till engagemang och påverkan. Samti- digt kan Helsingborgs stad inte säkerställa att dessa plattformar faktiskt bidrar till att invånarna engagerar sig och till fullo håller med om den bild som staden vill förmedla. Slutligen bidrar denna studie till kunskap samt ett kritiskt perspektiv på det varumärkesbyggande arbete som kan äga rum i en stad, och svårigheterna detta arbete kan medföra. (Less)
Please use this url to cite or link to this publication:
author
Ivarsson, Linnéa LU and Schölander, Sara
supervisor
organization
course
SKDK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
Place brand, city brand, participatory place brand, democracy, brand communication
language
Swedish
id
9012240
date added to LUP
2020-06-08 17:37:54
date last changed
2020-06-08 17:37:54
@misc{9012240,
  abstract     = {{Abstract
This study aims to examine how Helsingborg City handles the balance between creating a strong city brand and at the same time being responsive, listen to and involve the city’s residents. The empirical material in this study consists of five semi-structured interviews with people who are involved in the communicative and brand building work at the city of Helsingborg, as well as three strategy documents related to the brand of Helsingborg. We have chosen to adopt a qualitative approach and a hermeneutic tradition of science throughout our research. To answer our re- search questions, we conducted the analysis by looking upon our empirical material through theories within place branding and political sociology. The analysis implies that the city of Helsingborg in many ways is working successfully with participa- tion, but in some aspects fail to fully include the citizens in the brand building pro- cess. The main conclusion suggests that the city of Helsingborg, through strategic and practical branding as well as widespread investment in resident participation, can ensure that there are platforms that the inhabitants can use, and thus provide good opportunities for engagement and influence. At the same time, they cannot ensure that these platforms actually contribute to the residents' involvement, and thereby fully agree with the image the city wants to convey. This study contributes to knowledge as well as a critical perspective to the brand building work that can take place in a city, and the difficulties this work can entail.}},
  author       = {{Ivarsson, Linnéa and Schölander, Sara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Varumärket Helsingborg - en kvalitativ studie om invånardeltagande i staden för dig som vill något}},
  year         = {{2020}},
}