Student thesis: Master Thesis
- Lea Raunslund Nilsson
The next many pages will take you through some of the many aspects of city branding. In particular I am going to look at the new city brand of Copenhagen. Only a few months ago the association Brand Copenhagen became a reality and thereby Copenhagen got its new city brand. This thesis will look at the new city brand and find out which elements it consists of. In order to do that, I have collected different types of theories among others branding theory and semiotics. Where the semiotic theories helps me finding the meaning of the many signs hidden in the visual mark of the brand, the branding theory makes me able to understand the many aspects of branding and city branding in particular. The purpose of analysing the city brand and thereby finding the elements is later on, to be able to compare it with some of the other European city brands. The comparison makes it possible to find out how the new city brand of Copenhagen differentiates it self from the others. And this is the focal point of this thesis. Another aspect of this thesis is to find out what the creators of the city brand thinks makes this city brand different form the others. In order to find out, I made some interviews with the director of Brand Copenhagen and the project manager from the bureau that created the brand. These interviews gave me an understanding of the many thoughts behind the brand and how it has been created. And they gave me an idea of how thing are done in ‘the real world’. Now, what is the result then after the last six months of working with this thesis? Well, as I have worked my way though the field of city brand and branding in general, I have had to review my point of view on city branding. I have learnt a lot and I am still learning. But the result on this thesis is that the new city brand of Copenhagen both differentiates and resembles some of the existing European city brands. The people behind this brand have been capable of adding a new ingredient to the field of city branding. And it will be interesting to follow recipient’s receptions of the new brand.
|Number of pages||77|
|Publishing institution||Aalborg Uniiversitet|