Hisingens Kulturskola – mer än bara musik. En undersökning av Hisingens kulturskolas strategier för att skapa ett tydligt varumärke och profil för verksamheten.

Abstract

The purpose of this thesis was to examine the strategies that Hisingens kulturskola, as a public organization, applies and intends to apply in order to create Hisingens kulturskola as a distinctive brand and an expressing profile. Furthermore, to analyze the involved parties point of view and to understand the significant purpose of internal communication in marketing an organization. The theoretical framework applied in this thesis contains both CVI – corporate visual identity, corporate branding and strategic communication. The purpose is to examine the connection between the organizational identity and the effects it has on the visual communication. Further, to understand which efforts that are required to help Hisingens kulturskola market their organization effectively. The methodological approach and the qualitative material contains the result of four individual interviews and three different participant observations. The results of the collected data shows that Hisingens kulturskola pursues consistent work with branding the organinization based on the soon completed communications strategy. The results also reveals that the major effort is to try to create a stronger internal unity in the organization, and where employees communicate Hisingens kulturskola in the same way.