Norwegian municipalities have become the arena for various activities related to reputation and brand management. This project sets out to study these activities in detail.
As very limited research exists, this project will fill a number of empirical and theoretical gaps. The purposes are to determine how reputation and brand management initatives unfold internally, how they are manifested externally, and to identify their effects. Using a combination of qualitative and quantitative approaches, the proposed project focuses on central issues such as the politics of branding, formalization and control, the content of self-presentation, differentiation issues, symbolic aspects, the revitalizing potential for local democracy, and the implications for governance and policy.
The proposed choice of method includes about 12 case studies and 120 interviews (including a comparison with Denmark), a survey of all municipalities in Norway, studies of municipal web pages, media articles and publications by various third parties. The proposed network of researchers involves three institutions; it is interdisciplinary, and has previously collaborated on a book project. The project description presents the state of knowledge and work packages, and provides detailed research questions.
The topics addressed have a clear relevance to society. Trust in the municipality is of crucial importance to everyone. Reputation and brand management activities in municipalities are likely to affect the public agenda, citizen identities, participation and democracy. It is also likely to affect municipal policy, the governing of the municipal apparatus, and at least it aim to have implications for the number of job applicants, business start-ups, tourism and the like. This research is assumed to be of great interest for decision makers at all levels, for the broader public and especially for those directly affected in the municipalities.
opprettet: 23.08.2011 10:11