Carlsberg Byens Place Brand

Abstract

This thesis aims to investigate how Carlsberg Byen is able to create an attractive place brand and thereby attract the respondents of the thesis. In this regard, the thesis further wants to investigate how communication, development of place physics and citizen involvement will help obtain this goal. The theoretical foundation is comprised of place branding, stakeholder theory and cocreation. The three elements will all be used with the overall aspect of how to create an attractive place brand. Therefore, place branding shall be seen as the main theory that will be supported by the other theories. Based on the theoretical foundation, six hypotheses were developed in order to later discuss these with the finding from the analysis. For the research and collection of data, the social constructivism paradigm is applied. In total five individual interviews were carried out in order to investigate how the respondents had discovered the development of Carlsberg Byen. The interview guide was in this connection based on the theoretical foundation and the developed hypotheses. Additionally, an elite interview with a sales manager from Carlsberg Byen was conducted to examine the organisation’s view on the development of Carlsberg Byen and how they understood the citizens as an integrated part of the place brand. The analysis found that place branding is seen as a complex process due to the many stakeholders that contribute to the process. The complexity is seen in the top-associations through the individual brand concept maps were culture, location, exclusive/expensive apartments and historic architecture all were connected to the place brand. Further, the analysis found that all of the respondents disagreed with the premises of Carlsberg Byens slogan: “A city for all”, as they see it as a wealthy area with distinctive architecture aimed for a segment with high purchasing power. Lastly, it was found that all of the respondents were unhappy with low level amount of involvement, which is why the thesis argues that a bigger focus on co-creation initiatives can have a positive impact on the place brand and thereby be able to attract and retain citizens.