The Use of Internet in Building the Brand of "Stockholm

Abstract

This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place selling. After introducing the concept of city branding, and a model of how Web site elements communicate brand values and messages, we analyze a recent attempt of city managers in Stockholm to promote the brand of “Stockholm: The Capital of Scandinavia”. The authors hope that the empirical illustrations of how city managers of Stockholm have worked to provide a broader understanding to the complex Web of communication and brand building on the Internet, both empirically and conceptually.