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1. 1. Myndigheters varumärkesarbete och demokrati

   Magister-uppsats, Uppsala universitet/Institutionen för informatik och media

   Författare :Ann Milton; [2015]
   Nyckelord :brands; branding work; brand orientation; democracy; public sector; varumärken; varumärkesarbete; varumärkesorientering; demokrati; offentlig sektor;

   Sammanfattning : The aim of this thesis is to better understand branding work in government agencies. What can systematic branding work result in, in a government agency, besides a strong brand in itself? Can it contribute to the democratic mission that government agencies have? Based on background information on government agencies, their mission in terms of communication, their particular characteristics in relation to the private sector; brands and how they are developed; as well as theories in organizational communication, and research on the possibilities and risks of branding work in the public sector, a qualitative case study on the Swedish Patent and Registration Office (PRV) was carried out. LÄS MER