This thesis focuses on how companies in the textile and clothing industry view or interpret the idea of corporate social responsibility. The purpose of the study is to create an understanding for how this view affects the dissemination and the implementation of the idea in the organization and what might be the effects on the organization of those processes. In order to identify any differences in how the view affected the processes I have studied the current discourse on CSR simultaneously with my theory and conducted a comparative case study of two Swedish clothing brands. The theory focuses on the diffusion of ideas and change management within organizations. My data shows that the two companies have different ways of interpreting CSR and that this indeed affects their dissemination of the idea in the organization.

In recent years, more and more people have started to live double lives. Blogs, Facebook, YouTube and Twitter have created conditions so that we increasingly live virtual lives on the Internet. The gathering of people in this way entails both risks and opportunities for businesses. This study aims to explain how the phenomenon of social media has affected trade and service companies in a marketing and communication perspective. The idea for the essay came to us after we had observed how different behaviors in companies? concerning social media could vary a lot, and how we felt that this affected our personal view of the brands.

The purpose of this essay is to examine how the two Swedish municipalities, Sigtuna and Nyköping, work with marketing. The study has primarily focused on how these two municipalities worked, consciously or non-consciously, with lifestyle marketing and place marketing. The research-questions that this essay wants to answer are;What is lifestyle marketing and place marketing?Do municipalities use these types of marketing, and who is this marketing directed to?How and why does municipalities use lifestyle marketing and place marketing?To answer these questions, phone interviews were conducted with several important employees within the two municipalities. The results of this study show that the different municipalities have both been using lifestyle marketing, but on different levels, in Sigtuna, it was a strategic choice, whereas in Nyköping, it evolved by itself and was not a conscious choice.

Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad.

Warning labels can be used to change the attitude and behavior in the general public. The use of warning labels is also increasing and suggestions have been made to expand their use to more general food products. However, the research regarding the effects of warning labels and how other factors may influence them is limited.The purpose of this study was to develop the research on warning labels and the effects the strength of the brand might have on the warning label?s effect on more regular food products. To achieve this goal a 2x2 factorial design was used where over 200 respondents filled in four different forms.

Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can?t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance.Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford?s own commercials.This doesn?t hold true for all companies.

We have been able to draw some conclusions based on our research. First we haveconsidered that the publisher is dependent on a large network and to work closelywith their customers. We can see that the competition in the music industry hasgenerally increased, the technological progress has created new opportunities, and asa result of this, new players have joined the music industry. We have been able todraw conclusions in the fact that more companies and songwriters start up their ownpublishing company, resulting in an increased competition for the individualpublisher.We can also see as a final result that music is used in lots of different contexts andthat the publishers thereby are offered a wide range of business opportunities, but thatthe solvency of the customers has become lower. With this knowledge, we canconclude that the publisher?s power and revenues will increase, and that the publisheras an actor has been given a more important role in the industry.

Personal branding is a common phenomenon within the Swedish business world, although less applied on the competitive and fast paced music industry. In order to strengthen Swedish artists' personal brands and to ensure congruence between the artists' presented identities and the target audiences' perceived images, we have developed a model, containing of seven essential factors. The seven dimensions authenticity, credibility, certainty, openness, availability, awareness and timeliness help improve strength when communicating brand identity, as well as minimizing potential discrepancy between identity and image. This report examines the brand strategies within the Swedish music industry through a case study of Sweden's largest pop star, Eric Saade, where Team Saade's communicated identity is compared to the targets audience's perceived image of Saade. Overall, Saade's personal brand has a high level of congruence, except from the clarity dimension, where his words are considered differing from his actions.

Purpose: To contribute to the understanding of the relationship between private labels and the retailer brand in grocery retailing. Methodology: We use structured interviews as a cross-sectional method for quantitative data collection. The existence of the relationship is tested through correlation analysis and regression analysis. Theoretical perspective: Perceived quality of private labels and of retailers are the main theoretical concepts for this thesis. Additionally, we introduce the concept of loyalty to show the benefits of a positive consumer image.

The purpose of this paper is to analyse, identify and clarify:- The integration of music and brands in commercials that are created for television, cinema or internet,- The effects that this integration has for the involved parties and the movie that is being created.Music is a big part of today's society and advertising is a big part of people's everyday lives. It is therefore natural that music in advertising can have the power to affect, attract, influence and interest human beings. We think that the music in commercials is a fascinating subject to study because the phenomenon is relatively unexplored in the academic sphere. The knowledge of the synchronization process of music and commercials is also becoming increasingly important for involved parties to understand and manage. The essay is developed through a qualitative methodology.  We have conducted six interviews, with different players who all have extensive experience and knowledge about the chosen topic.

The purpose of this study was to investigate how Swedish retail companies work with CSR internationally.The study also sought to explore the opportunities and challenges that exist, and the stakeholders that motivate companies CSR commitment.The theoretical framework is composed of international CSR guidelines of the OECD and the UN, Carroll's CSR pyramid and three-stage model and Freeman's stakeholder theory. Furthermore a qualitative research approach was applied where four in-depth interviews were conducted with representatives from Axfood, Löfbergs Lila, Oriflame and CSR Sweden.Finally, the study demonstrated the conclusion that the companies CSR strategies are structured in a similar way regardless of the market. CSR attract and retain workers, create a good reputation for brands and results in working conditions, living standards and environmental improvements. Difficulties, however, are the complexity of being able to control each partner and manage differences in language, laws and culture between countries. Finally there are a number of stakeholders that motivate companies to work with CSR, of which shareholders are considered the most important..

This paper discusses the issue of trade dress imitation in the grocery sector. Our study has its starting point in the conflict that may arise between a brand owner and an imitator following an imitator?s marketing actions. In this study we look at the Market Court?s precedents in which this question has been addressed.

Background: Pesticides in conventional food may be related to morbidity and mortality. Furthermore pesticides have a negative impact on the whole ecosystem. Organic food can presume better health as they contain less chemicals and toxins and contribute to sustainable development efforts.Objective: The aim was to examine what attitudes consumers have regarding to purchase organic fruit, vegetables and root vegetables.Methods: The association between consumers? views on conventional food and organic food was investigated using questionnaire given to a population sample of men and women aged by 23-65 (N=60) in grocery stores and in a fitness center. The study was based on a cross-sectional study in a municipality in central Sweden.Results: Consumers were interested to buy organic food.

The purpose of this research aims investigate whether front line personell are brand carriers who can affect the customers brand experience. This present study focuses on commercial fitness centers in Kalmar. Like brands, training is taking part in people?s everyday lives; fitness centers are offering the customer a wider range of group training.This thesis is based on a qualitative approach whereby eight interviews have been carried out with two members of the board and six employees of the front line. Additionally, this thesis is also based on three focus groups with four customers, representing the majority of each fitness centers.The research findings highlight that the front line employees are very important as they are seen as the brand; therefore the front line employee?s personality and behaviour will influence the customer?s view of the brand.

AbstractIn the heart of Paris, you will find Sweden?s only cultural center abroad. Since the early 70?s a wealth of cultural activities has been offered, and every year the center receives more than 100,000 visitors. The center is a branch of the Swedish Institute (Si), a public authority which promotes mutual relationships between Sweden and other countries through culture, education, science and business.