Rädda, varna, larma, släck! : En studie om förhållningssätt till varumärke inom den kommunala räddningstjänsten

Sammanfattning: This study examines how the local rescue services relate to the brand of the rescue service and the concept of brand management. To understand the attitudes against the brand and brand management, empirical data, theoretical modelling of brand and current laws have been discussed together in a try to get an overview how the rescue services practically works with the brand. The study results are based on a questionnaire survey and qualitative semi-structured interviews. The survey was sent to employees working with the communication of the rescue service. The interviews were held with two employees working with the communication of the rescue service and two fire chiefs. The investigation has focused on the external communication and does not including the communication within the rescue service. The study make an attemption to answer the following questions: How do the rescue services relate to the brand? Which are the main reasons to work with brand management in the rescue service? How do the rescue services practically work with brand management? The theoretical framework is based on Melin’s model of the brand in public organizations. (Melin,1999) The study shows there is a general lack of strategic communication and strategic brand management in the Swedish local rescue services. Lack of competition and an already well-known brand are two possible explanations. There is a need of more research about the brand of the rescue service and how the brand affect the citizens. More knowledge about the brand will help the rescue services to define proper aims with the brand management.