City branding used as an instrument for justifying the initiations of megaprojects : A master thesis of the topic city branding towards the megaprojects of Öresundsmetro and HH-tunnel

Sammanfattning: The purpose of this thesis is to investigate and understand how cities are using brandingefforts and strategies to further initiate projects of large scale. The study takes placewithin the cities of Malmö and Helsingborg that are both competing for gaining nationalsupport towards the initiation of megaprojects. Megaprojects are considered by a lot ofliterature to be high risk, which is why I want to understand how city branding strategiescan be used for justifying the implementation of these projects. In doing so the thesiswill conduct a document analysis to try and identify if there are any city brandingstrategies towards the megaprojects and where these strategies can be found. What isalso considered a main goal for this thesis is to uncover what city branding strategies thecities have and where these can be identified within their communication platforms. Thethesis will compare the cities of Malmö and Helsingborg and the megaprojects ofÖresundsmetro and HH-tunnel to find similarities, differences and ultimately try touncover the correlation between city branding and megaprojects.