Branding Nyköping : A Qualitative Study on the Integration of Place Branding, Multiple Stakeholders and Infrastructure

Place branding has in previous research been studied mostly from the perspective of an individual stakeholder, for example the tourism sector or the state authority. Furthermore, there is a limited amount of prior studies concerning the potential effect infrastructure improvements have on place branding. This thesis aims to address these research gaps and make a theoretical contribution to research on place branding. The purpose of this thesis is to develop a deeper understanding about how different stakeholders perceive the place brand identity of Nyköping as well as how they collaborate within the place branding process. This understanding will be viewed in the context of future improvements of infrastructure, more specifically the construction of Ostlänken. The findings of this thesis are based upon a theoretical framework consisting of four foundations, place branding and its conceptualisations, place brand identity, multiple stakeholders, and place brand management and infrastructure. The theoretical framework includes general theories as well as more elaborate models specific to research on place branding. In order to fulfil the purpose of this thesis, organisations belonging to different stakeholder groups with interests within a specific place have been interviewed. By adopting an inductive approach of the study, the interviews have been held using a semi-structured interview technique with the intention to gain elaborated data. A thematic network analysis has been applied for analysing the collected data. The data have been coded resulting in four global themes: place brand identity, multiple stakeholders, infrastructure and place brand management. By applying these themes to the empirical data and previous research, the findings of the study have been developed