Title: Branding as a public governance strategy
Keywords: Governance strategy, public sector, Isomorphism, legitimacy & branding
Research questions: How does Eskilstuna municipality implement branding as a public governance strategy based on a new institutional perspective? What are the driving forces for the adaptation and application of the branding strategy in Eskilstuna municipality within their organizational field?
Purpose: The purpose of this study is to exploratively investigate Eskilstuna municipality´s change by using branding as a governance strategy based on a new institutional perspective. The study thus aims to examine the central point to gain an understanding of public branding through a systematic literature review, to gain a deeper understanding of the branding processes.
Method: In this study, a case study methodology with a qualitative method was used. Eight semi-structured interviews with employees as well as secondary data about the branding campaign which resulted in the empirical data. A systematic literature review was then carried out to bring out the central aspect of the research front.
Conclusion: Branding as a public governance strategy takes place through an inclusion with the various stakeholders that belong to the organizational field. The driving forces for the branding strategy are the different isomorphic pressures, where different internal and external pressures lead to an adaptation to the strategy.