Folkbibliotek och varumärkesskapande
om möjligheterna för folkbibliotek att skapa och stärka varumärke genom programverksamhet
The purpose of this thesis is to examine whether or not the publiclibraries under review can make use of Frans Melin?s strategicbranding platform to create or strengthen their brands by meansof their programme activities. The study addresses two issues;how are the programme activities relevant to the way librariescan work with their brands, and what potential do these librarieshave to create and/or reinforce their brands through programmeactivities?The empirical material has been obtained through qualitativeinterviews structured around Melin?s platform. This has alsobeen used to discuss and analyse the results. Melin?s platformis comprised of six interactive factors: product attributes, brandidentity, core value, positioning, market communication andinternal brand loyalty. The respondents in the interviews werelimited to library staff members.The results showed huge variation in how the libraries in thestudy work with their brand. The analysis revealed thatvery few of the libraries were working actively with their brandor even discussing how they could approach such a task.It also disclosed that the public?s confusion over the locallibraries? identity and image is shared by some of the staffworking at the libraries under review. This presents a problemwhen creating a brand through programme activities. However,discussion and conclusions revealed that public libraries havegreat potential to benefit from Melin?s platform and withadditional work and restructuring they can create a brand throughtheir programme activities that is representative for the library?sorganisation as a whole.