Well-being in place branding – Case Kalevankangas 2030

Abstract

The main objectives of the study were to find out if well-being can be used as the core value of a place brand, and especially how this could be completed in the context of Kalevankangas, a district of the City of Mikkeli. The research aimed to find factors that enhance the well-being brand of Kalevankangas and what practical actions the stakeholders of Kalevankangas should take in order to increase the area’s perception as a provider of comprehensive well-being.

To answer the question can well-being be used in place branding, this research used case study method to analyze the situation of a place desiring to brand itself using well-being: Kalevankangas. Literature relating to place branding and well-being was studied, and a conceptual framework was generated based on the literature. To test the conclusions based on the literature in practice, and to find out can Kalevankangas actually brand itself using well-being, this research used methods of qualitative and quantitative studies to gather data. The data was then analyzed and based on the analysis, conclusions about using well-being in place branding, especially in the case of Kalevankangas, were made.

This bachelor’s thesis was able to prove that well-being can indeed be used as the core of a place brand. Different factors enhancing and limiting the well-being brand built around Kalevankangas were also found, most notably how the brand identity of Kalevankangas significantly supports this objective, but similarly the weak brand communication hinders Kalevankangas’ ability to de-velop its brand into a well-being campus providing comprehensive well-being.