Background

City branding is an emerging practice that is executed by an increasing

number of cities all around the world. The concept is used to transform a

location into a destination by applying different strategies. Jönköping is a

growing city in terms of size, revenue and population. Two organisations,

Destination Jönköping and Jönköping City AB, are constantly

working with city branding in Jönköping to improve its city image.

Purpose

The purpose of this study is to identify and investigate the collaboration

between Destination Jönköping and Jönköping City AB and if a partnership

exists. Another part of the purpose is to recognise the main elements

that have been used in order to achieve the same goal, which is to generate

growth. Furthermore, an investigation will be performed of how significant

these specific elements have been and still are for Jönköping’s

branding process.

Method

In order to achieve the purpose of the thesis, primary as well as secondary

data have been collected. Interviews, a case study and existing literature

have provided a well-established foundation for the analysis and

conclusion.

ConclusionThe authors found that the two organisations often help each other with

different projects, however, they do not have a declared partnership. A

partnership would be beneficial for both organisations regarding greater

resources, larger networks and possibilities to reach wider target groups.

The most important elements are Elmia and Jönköping University, which

attract individuals to Jönköping. This results in an increase in the city’s

growth.