The purpose of this thesis was to illuminate how companies work with their Brand Identity and particularly how it is applied in their positioning. The empirical data has been collected through interviews with two companies in Sweden working with Brand Identity as a stated strategy. The study shows that companies discover, develop and build their Brand Identity based on their core identity and core values. The core value can be strengthened through customer satisfaction surveys. In order to develop the brand identity in companies, management has to be aware of their brand person- ality, as an essentiality for survival.

Background: Literature regarding Brand Identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the Brand Identity within the service industry has consequences. Purpose: The purpose of this thesis is to contribute to the Brand Identity within the service industry. This is done by focusing on how and why this work is done.

When discussing nation branding, there are three perspectives that correlate with each other: National Identity, Nation Brand Identity and Nation Brand Image. This thesis explores the nation branding of Sweden, and describe the three perspectives with a focus on Sweden. When comparing how the perspectives are comported with each other, there is the possibility of gaps existing when one perspective does not comport with another. We have compared our empirical material on the different perspectives and looked for possible gaps..

This essay in how to create a Brand Identity is a result of a case study of the Spanish mobilephone company Xfera and their new brand ?Yoigo?. Our object was to identify the critical variables in the process of building a Brand Identity. To achieve this we collected data about the company through several interviews with respondents with good insight in the company. The critical variables that we obtained by analyzing the interviews are presented in an empirical driven model.

The theory chapter is based on a model about Brand Identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have supplemented with theories about personal branding. This because the focus and theory on a person's Brand Identity is almost non-existent. The purpose of the study is therefore to examine how editors at fashion magazines are working with their Brand Identity in the personal brand and thereby create an understanding of the identity function.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ?Brand Identity? and ?brand associations?, where the Brand Identity is the organization?s desired view of the brand, and the brand associations define the associations held by the consumers.Issues: What is Metro?s Brand Identity? What are the brand associsations of Metro in Karlstad? How well do the Brand Identity and the brand associations correspond?Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands.Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro?s own documents regarding values and target audience.

Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished Brand Identity. However, it is not enough to create a strong Brand Identity, the brand owner must also be capable of communicating the Brand Identity successfully.

AbstractLevel:Bachelor thesis in Business Administration/Marketing Title:Care Of Haus, "Kan Reklam. Förstår Annat". Ett Varumärke, En uppfattning? Problem:When it comes to building a strong brand it is important that their Brand Identity, which means how they want to be perceived coincide with how their customers sees them (Melin 1999). Purpose:The purpose of this thesis has been to find out if and how these two aspects coincide with each other.

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several brands that manufacture the same product, which means we also have to choose between these brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success.

Purpose/Aim: To describe likenesses and differences between the personal identity of the common Kalmar nation member and the collective identity of the organization Kalmar nation as described by said members.Material/Method: Collecting data through a quantitative survey, where the members answer questions about themselves and Kalmar nation, and subsequent analysis of said data by means of theories about personal, collective, and Brand Identity.Main results: After analyzing the data from the survey I conclude that there exists both likenesses and differences between the organization and its members. Some likenesses are more pronounced than others, and the same can be said for the differences. However, within the three areas of study (specific identity traits, politics and music) politics and music showed more similarity between the members and the nation than the specific identity traits did. The most interesting aspect of the analysis show that the members have quite a common view of the organization despite their own widely different descriptions of themselves..

It is important for all companies to be seen on a competitive market. It?s all about positioning yourself so that you?re seen and that you?re are attractive for both customers and employees. A crucial factor to achieve this are how the brand are handle directly by the company it self and by the market. Establishing a brand on the market is not easy and it takes time to establish what the company stands for.

It is important for all companies to be seen on a competitive market. It?s all about positioning yourself so that you?re seen and that you?re are attractive for both customers and employees. A crucial factor to achieve this are how the brand are handle directly by the company it self and by the market. Establishing a brand on the market is not easy and it takes time to establish what the company stands for. To be able to succeed with this you need to have a strategy and a strong belief on the brand.

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company.

The competition between brands on a market has led to a differentiation of the product range and the brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization.The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear Brand Identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out.

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers? view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image.