BRANDING AARHUS, ATTRACTING HIGHLY EDUCATED INTERNATIONAL FAMILIES
Author
Shirokova, Mihaela Boykova
Term
4. term
Publication year
2018
Submitted on
2018-01-02
Pages
117
Abstract
This thesis investigates how highly educated international workers and their families experience living and working in Aarhus, with the aim of generating ideas to optimize the city’s destination branding for this audience. The study is situated within growing global competition among cities for talent and investment, and considers national and local strategies (including Aarhus’s 2015–2018 branding plan and Denmark 2020) that prioritize attracting skilled foreigners and addressing the needs of accompanying families. Methodologically, it employs a qualitative approach combining desk research, analysis of municipal strategy documents, and semi-structured interviews with members of the target group. The theoretical framework draws on destination branding, identity and multiplicity, and image formation and communication to understand how the city’s multiple narratives can be translated into relevant brand content. The analysis is organized around how lived experiences can help expand branding channels, improve conditions for foreigners, and enrich branding content. In this excerpt, the objectives, design, and theoretical grounding are outlined; specific empirical findings and recommendations are presented later in the thesis.
Specialet undersøger, hvordan højtuddannede internationale arbejdstagere og deres familier oplever at leve og arbejde i Aarhus, med det formål at generere idéer til at optimere byens brandingstrategi målrettet denne målgruppe. Projektet er forankret i en kontekst af stigende global konkurrence mellem byer om talent og investeringer samt nationale og lokale strategier (bl.a. Aarhus’ brandingplan 2015-2018 og Danmark 2020), der prioriterer tiltrækning af højtuddannede udlændinge og opmærksomhed på medfølgende familier. Metodisk anvendes en kvalitativ tilgang bestående af desk research, analyse af kommunale strategidokumenter og semistrukturerede interviews med repræsentanter for målgruppen. Den teoretiske ramme trækker på destinationsbranding, identitet og multiplicitet samt imageformation og kommunikation for at forstå, hvordan byens mange fortællinger kan omsættes til relevant brandindhold. Analysen er struktureret omkring, hvordan oplevelser kan bidrage til at udvide brandingkanaler, forbedre vilkår for udlændinge og berige brandingens indhold. I dette uddrag præsenteres formål, design og teoretisk baggrund; konkrete empiriske resultater og anbefalinger udfoldes senere i afhandlingen.
[This apstract has been generated with the help of AI directly from the project full text]
Keywords