cOPENhagen - Open for You...?

Abstract

cOPENhagen – Open for You…? -Et casestudie af brandet: cOPENhagen – Open for you

Vi belyser i denne projektrapport, hvorfor det for byer og geografiske områder er blevet nødvendigt at markedsføre sig. På denne baggrund vi vil foretage et casestudie af Københavns nye branding initiativ cOPENhagen – Open for You. I denne forbindelse vil vi undersøge, hvorledes brandets identitet stemmer overens med byens reelle kvaliteter. Vi tager her udgangspunkt i branding teorier, der er funderet i branding af produkter virksomheder og byer. Vi analyserer yderligere, hvordan interessenterne skal involveres i brandet og hvilke faktorer, der potentielt kan true brandets succes. Med disse forhold in mente vil vi vurdere holdbarheden og succesen af cOPENhagen.

cOPENhagen – Open for You…? -a case study of the brand: cOPENhagen – Open for you We will in this project report illustrate why it has become necessary for cities and geographical areas to market themselves. On this background we will do a case study of Copenhagen's new branding initiative cOPENhagen - Open for You. In this context we will examine how the brand’s identity is consistent with the town's real qualities. We in the base our examination on branding theories that are grounded in the branding of products, businesses and cities. We will furthermore analyze how the stakeholders should be involved in the brand and which factors, that potentially could threaten the success of cOPENhagen. With these facts in mind, we assess the sustainability and success of cOPENhagen.