Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf
Destination HV71: En kvalitativ studie i co-branding & place branding med Jönköpings kommun, Destination Jönköping och HV71
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Destination HV71 : A qualitative study in co-branding & place branding with Jönköping County, Destination Jönköping and HV71 (English)
Abstract [sv]

För en stad är det viktigt att sticka ut, att göra sig hörd bland andra städer som konkurrerar om besöksnäring och nya invånare. Hur kan en medelstor stad sticka ut från mängden? Kanske genom att marknadsföra sig tillsammans med en idrottsförening. Studien undersöker hur en stad tillsammans med det lokala elitishockeylaget och destinationsbolaget arbetar för att skapa en positiv bild av staden.

Tidigare forskning har fokuserat på hur städer arbetat med stora mästerskap, såsom Olympiska spelen och världsmästerskap. Ingen relevant forskning som vi har tagit del av har behandlat samarbetet mellan ett lokalt elitlag i ishockey, destinationsbolag samt kommun. De teorier som använts är place branding och co-branding. Dessa teorier består av flera aspekter som kan appliceras på en studie, place branding har ”the five Rs of place branding” och co-branding har ”5C co-branding strategy”.

Den metod som använts är kvalitativa intervjuer. Dessa intervjuer var strukturerade med öppna frågor för att få så informationsrika svar som möjligt. Orsaken till att kvalitativa intervjuer genomfördes var att få reda på om det fanns något samarbete mellan organisationerna. Resultatet visar att det inte finns något utbrett samarbete mellan dessa tre organisationer. Samtliga organisationer var positiva till ett framtida samarbete men i dagsläget finns inga planer från någon av organisationerna att inleda ett samarbete med någon av de andra.      

 

Abstract [en]

It is important for a city to stand out, to make itself heard among other cities that are competing for the same tourism income and new citizens. How can an medium-sized city stand out from the crowd? Perhaps by marketing itself together with a sports club. This study investigates how a city together with the local elite ice hockey team and the visitors bureau work to create a positive image of the city.

Previous research has focused on how cities work with big events, such as the Olympic games and world championships. No relevant research that we have come across has looked at the cooperation between a local elite ice hockey team, the visitors bureau and the local government. The theories that have been used are place branding and co-branding. These theories are composed of multiple aspects that can be applied to a study, place branding has ”the five Rs of place branding” and co-branding has the ”5C co-branding strategy”.

The method that has been used is qualitative interviews. The interviews that have been carried out were structured with open question to get as much information from the answers as possible. The reason that qualitative interviews were carried out was to find out if there was any cooperation between these organizations. The results show that there is no widespread cooperation between these organizations. All of the organizations were positive to the idea of future cooperation, but as of now there are no plans from any of the organizations to commence a cooperation initiative with any of the others.  

Place, publisher, year, edition, pages
2016.
Keyword [en]
co-branding, ice hockey, place branding, qualitative, jönköping
Keyword [sv]
co-branding, ishockey, place branding, kvalitativ, jönköping
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-29477ISRN: JU-HLK-MKA-1-20160047OAI: oai:DiVA.org:hj-29477DiVA: diva2:909381
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2016-03-08 Created: 2016-02-21 Last updated: 2016-03-08Bibliographically approved

Open Access in DiVA

fulltext(1035 kB)115 downloads
File information
File name FULLTEXT01.pdfFile size 1035 kBChecksum SHA-512
3e0a1aa9a07f1c0d32dd746bff6458235a0d395297455acaec7db3287fc21a808522e5c4ed4d1f60cddf0980354ffa6b3e532b1623de9e2b9971b9d166c9f2d0
Type fulltextMimetype application/pdf

By organisation
HLK, Media and Communication Studies
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 115 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 266 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf