Att vara i Vara kommun
En studie om kommunens identitet, profil och image
Abstract The aim of this paper is to investigate whether Vara municipality has a continuous picture of their identity, profile and image. Globalization has contributed to the increasingly growing of place marketing. Therefore, the study goes on to using the concepts of identity, profile and image to find out if Vara Municipality communicates similar throughout the whole organization and find out their all through core values. Globalisation will be an interpretive framework for the work that describes why the place marketing is becoming more pressing. The sense of place will be a central part of this study as it is the feelings and images of different places that will be described by the municipality together with the identity, profile and image. The method consists of structured- and semi-structured interviews and document analysis. The structured interviews were used to find out which image the neighboring municipalities had of the Vara Municipality and they were also used to find out the identity of the municipality by interview its own residents. The semi-structured interviews were used to find out the profile by interviewing the quality- and HR-manager of Vara municipality. The results and analysis concludes that Vara municipality has two central values of the municipality that is consistently in identity, profile and image, these values are culture and entrepreneurship. The identity and the image had several similarities but the profile was very different comparing to the image of the neighboring municipalities and its own residents. This may be because the profile represents what the municipality want others to see, and can be a bit of a ?belief in the future?. Wara municipality needs to work on the profile if they want a consistent image so it fits better with their identity and image.