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Place brand building in Baku: Place branding
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Построение бренда города Баку (Russian)
Abstract [en]

Purpose   

The aim of this study is to explore if there is a gap between brand identity and brand image in the city of Baku.

Background

Having a strong city brand based on the positive perceptions from both internal and external stakeholders’ point of view is very important in today’s world of globalization when cities have to constantly compete for the share of tourists, investors etc. Therefore, in terms of the thesis we aspire to investigate if Baku has been successful to build a strong brand identity and whether the brand image mirrors it from the Swedish people’s perception.

Method

The study constructed upon a mixed research method, which based simultaneously on inductive and deductive approach. Interviews representing the qualitative reasoning approach are utilized in order to reach the data related the city brand image and city brand identity.

Conclusion

The city has a firm and rationally established brand identity. The current research revealed the gap between brand image and brand identity in Baku. Thus, that the city’s brand image is not fully reflecting the real brand identity, in particular due to the internal facts.

Place, publisher, year, edition, pages
2017. , 76 p.
Keyword [en]
place branding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-37268ISRN: JU-IHH-FÖA-2-20170533OAI: oai:DiVA.org:hj-37268DiVA: diva2:1140516
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-09-19 Created: 2017-09-12 Last updated: 2017-09-19Bibliographically approved

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Place branding in Baku(1778 kB)98 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • rtf