This degree project has been done in parallel to the advertising agency Hera in Uppsala, and containsthe creating of a logotype and graphic profile for Aircall, a new big chain of shops dealing with telecommunication.Aircall was found 1 February 2004, when three smaller companies became one. Thisnew company were in need of a common brand and a uniform profile. The created graphic profile hasbeen applied to visiting cards, letterhead, envelopes, letter cards, bags, cars and advertisement. Thegraphic profile has also been used when designing the shop interior end exterior. Research has beendone on competitors graphic profiles and advertisement.

Relationsmarknadsföring är ett perspektiv på företagande som, i motsats till transaktionsmarknadsföring, syftar till att etablera starka relationer mellan de involverade parterna. Perspektivet innebär att samtliga organisatoriska delar betraktas med ett relationstänk, det vill säga att även aktiviteter så som fakturering och back-office procedurer utförs med relationen i fokus. Begreppet har sin grund i en B2C-kontext, men har även fått fäste i en B2B-kontext. Syftet med relationsmarknadsföring i en B2B-kontext är att skapa tillfredsställande relationer mellan företag, med syfte att resultera i lojalitet. Lojalitet i sin tur, bidrar till ett högre brand equity som är ett varumärkes immateriella värde vilken har sin grund i en B2C-kontext.

Relationsmarknadsföring är ett perspektiv på företagande som, i motsats till transaktionsmarknadsföring, syftar till att etablera starka relationer mellan de involverade parterna. Perspektivet innebär att samtliga organisatoriska delar betraktas med ett relationstänk, det vill säga att även aktiviteter så som fakturering och back-office procedurer utförs med relationen i fokus. Begreppet har sin grund i en B2C-kontext, men har även fått fäste i en B2B-kontext. Syftet med relationsmarknadsföring i en B2B-kontext är att skapa tillfredsställande relationer mellan företag, med syfte att resultera i lojalitet. Lojalitet i sin tur, bidrar till ett högre brand equity som är ett varumärkes immateriella värde vilken har sin grund i en B2C-kontext.

The aim of this thesis is that through a case study, analyze and evaluate whether the customer is high - or low involved and connect with the choice of marketing strategy using a celebrity.This thesis is about how a celebrity can be used in marketing to affect a company's customers. The essay is facing the fashion retail industry, where three companies, Lindex, H&M and MQ, has been studied and compared. Lindex is using celebritiy Emma Wiklund by an internal collaboration within the enterprise. MQ is using various celebrities in various campaigns throughout the year and use them in external advertising campaigns. H&M is using interactive marketing with different celebrities in the form of, for example, guest collections for the company.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

Co-branding är samarbetet mellan två företag som utmynnar i en ny, unik produkt, där kopplingen mellan varumärkena samt gemensam marknadsföring från samarbetsföretagen leder till positiva synergieffekter. Intresset för marknadsföringsstrategin co-branding har ökat i takt med globaliseringen då företagens varumärke riskerar att försvinna i mängden av konkurrerande varumärken och på så sätt förlora viktiga marknadsandelar och varumärkeskännedom.Denna studie ämnar dels öka kunskapen om fenomenet co-branding samt för vilka skäl denna strategi kan vara lämplig att använda och dels hjälpa företag att utröna vilka som kan vara de kritiska framgångsfaktorerna, alltså de absolut viktigaste variablerna för att deras co-brand ska lyckas på marknaden. Vi har intervjuat tre fallföretag inom den svenska modebranschen för att undersöka vilka deras skäl till cobranding är och vilka de kritiska framgångsfaktorerna för dessa samarbeten är. Dessa företag har samtliga genomfört co-branding under de senaste tre åren. Resultatet av studien visar att skälen till co-branding kan vara att skapa en trovärdig varumärkesbreddning, försvara sig mot konkurrenter samt skapa en förhöjd uppfattad kvalitet för konsumenten något som möjliggör prispremium.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

Title: What are you doing - A study in the Swedish Armed Forces marketingAuthors: Johanna Hillforth & Linda OlanderTutor: Josef PallasPurpose: The purpose of this thesis was to analyze the communicativefunctions as the Swedish Armed Forces uses in its marketing communications.Method and material: The used method in this study is a qualitativesemiotic content analysis, and the material analyzed is five ads from five oftheir latest advertising campaigns.Main results: The results of the study have shown that the Swedish ArmedForces primarily uses three of the four communicative functions in theircommunication, by being of informative, expressive and affecting nature..

The goal in doing this study has been studying public interpretations of media content in the commercials that this study uses. The analysis was based on two TV commercials for feminine hygiene products. Initially, they seemed to differ from each other, but soon the question whether or not they in fact did convey the same underlying message was raised. The theoretical premises on which the study was founded on are the gender perspective in advertising and the social construction of gender. To reveal the hidden signs appearing in these commercials and to find out their meanings, we used the method of semiotic analysis.

The aim of this essay is to find some of the main developing tendencies in the advertisement genre during the period of 1930-2000. The analysis is based on three examples of Gevalia cinema and TV-advertisement. Research findings are the result of using theories from different but relevant sciences, which are media, linguistics and rhetoric. Media studies help to explain the influence of the society and technology development on the advertising business. Linguistics and rhetoric give the main methods and terminology for the basic as well as comparing analyses of the three advertisements in question.

Does goodwill affect the cost of capital? Goodwill is an asset which is characterized by much uncertainty regarding both what it is and how much it is really worth. Based on economic theory about information risk and principal-agent problems as well as theory regarding the cost of capital we test for the hypothesis that debt and equity investors perceive goodwill as something risky and hence demand compensation for taking on this extra risk. The proxies used for the cost of capital are cost of debt, beta and the EP-ratio. On a general level we find that increasing the level of goodwill seems to result in higher cost of capital as represented by the three proxies.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

Westra Wermlands Sparbank är en fristående Sparbank som är verksam i västra Värmland med huvudkontor i Arvika. Bankens affärsidé bygger på att vara lokala, finnas nära till hands för sina kunder och verka för bygden.För att kunna bedriva denna typ av enskild bankverksamhet behövs ändå en omfattande infrastruktur och produktsortiment. Att utveckla egna IT-system och exempelvis fonder är inte tänkbart då detta skulle bli alldeles för dyrt. Genom ett samarbete med storbanken Swedbank löses tidigare nämnda problem, men samarbetet genererar i ett annat problem, nämligen att Swedbank inverkar på Westra Wermlands Sparbanks varumärke och identitet.Syftet med denna uppsats är därför att få en djupare förståelse för varumärkeshanteringen hos Westra Wermlands Sparbank och att undersöka de effekter som uppkommer internt och externt vid ett företagssamarbete, som exempelvis det med Swedbank. För att få förståelse och kunskap inom ämnet har vi fördjupat oss i teorier kring varumärkets funktioner, brand equity, brand identity ? brand image samt kommunikation.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

In this thesis, the impact of collective ratings on customers? perception of a product is examined. The empirical data comes from an experimentally designed survey where the effect of collective ratings is measured in the setting of a traditional advertisement for a feature film. In contrast to what previous research would suggest be to the expected outcome, the authors of this paper concludes that in comparison with alternative designs of advertisements, there are no measurable advantages of including collective ratings in advertisements from the marketers point of view. We find two explanations to the result: (1) people tend to self-report that they are more influenced by collective ratings than they actually are, and (2) the advertisement which lacked a rating could be as attractive due to cultural interpretations of white spaces..