Study title

Norwegian municipalities are arenas for various activities related to reputation and brand management. This project studied these activities in detail. As very limited research existed, this project filled a number of empirical and theoretical gaps. The purpose was to determine how reputation and brand management initiatives unfolded, how they were manifested externally, and to identify their effects. Using a combination of qualitative and quantitative approaches, the project focused on central issues such as the politics of branding, formalization and control, the content of self-presentation, differentiation issues, symbolic aspects, the revitalizing potential for local democracy, and the implications for governance and policy.