Just over a year ago, Luleå Municipality, in collaboration with Luleå University of Technology, conducted a survey to investigate what residents and visitors think about Luleå. The purpose was to examine how the image has changed over the past twelve years, since the survey was last conducted.
– We had a very good respons rate on the survey. Last time we had just over 1,500 responses, and this time we had just over 3,000. It’s really exciting to see, says Tim Foster, Associate Professor with a focus on Place Branding at LTU.
The research group consists, in addition to him, of Maria Ek Styvén, Professor of Marketing, Jeandri Robertson, University Lecturer, and Caitlin Ferreira, University Lecturer.
The key finding from the research project is that Luleå's brand has changed very little since the last survey. The place is still strongly associated with nature, sports, and the archipelago. New in this round is the inclusion of environmental friendly terms.
– We added environmental adjectives such as green, clean, and environmentally friendly. These three words performed well and are strongly associated with Luleå, says Tim Foster.
