Rethinking the Branding Context for Municipalities

Authors

  • Lisa Källström Kristianstad University, Research Center for Governance, Regulation, Internationalization and Performance, Section of Health and Society 

DOI:

https://doi.org/10.58235/sjpa.v20i2.14962

Keywords:

Place branding, Municipal reputation management, Service-based logics, Resident place satisfaction, Resident value-in-use

Abstract

The increased global connectivity and mobility of both humans and capital has created competition between municipalities in attracting the resources needed to achieve their developmental goals. A call for papers focusing on reputation and brand management in Scandinavian municipalities has been announced. Today, it is absolutely necessary to be an attractive place and municipality, and brand management can be a tool in both achieving and communicating this. For branding to be effective, it is critical to have a good understanding of the branding context, and this conceptual paper explores the branding context for municipalities by analysing it—firstly, based on a product-oriented paradigm and, secondly, on service-based logics. It is argued that much of current place management and place branding research rests on belief in the product-oriented paradigm and thus focuses largely on the provider. In contrast, using service-based logics as a starting point places value creation at the center and shifts the focus to the resident. This has several theoretical and methodological consequences as well as practical implications for Scandinavian municipalities, and these will be discussed in the paper.

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Author Biography

Lisa Källström, Kristianstad University, Research Center for Governance, Regulation, Internationalization and Performance, Section of Health and Society 

Lisa Källström is a PhD student in place branding at Kristianstad University, Sweden. Inspired by service-based logics, her research develops an understanding of how “a good place to live” can be understood. Her current research interests include municipalities and their role in residents’ value creation processes as well as how residents create value in a place setting. She is currently conducting research in Hässleholm and Kristianstad, two municipalities in southern Sweden.

 

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Published

2016-06-15

How to Cite

Källström, L. (2016). Rethinking the Branding Context for Municipalities. Scandinavian Journal of Public Administration, 20(2), 77–95. https://doi.org/10.58235/sjpa.v20i2.14962

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