Konsumenten är idag inte en rationell individ i lika stor utsträckning som tidigare. I dagens postmoderna kunskapssamhälle söker kunden en emotionell upplevelse kring en produkt och vill uppleva en spänning i sitt konsumerande.Idag fokuserar företag främst kring synliga intryck i sin kommunikation mot kunden, men att rikta sig till människans samtliga sinnesintryck - syn, ljud, känsel, smak och lukt - är idag av större betydelse. Genom att kunden på så sätt påverkas på ett djupare plan finns det möjligheter för företag att stärka dess varumärke i kundens medvetande.Strategisk marknadsföring kring kundens fem sinnesintryck benämns med Brand Sense. Detta begrepp är relativt nytt inom marknadsföringen - säväl teoretiskt som praktiskt. Syftet med vår uppsats är att undersöka om företag på den svenska marknaden beaktar tillämpandet av Brand Sense..

An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market.

Today, Sweden has about forty companies owned by the government. These are active on markets with variable competition. Some have been given special areas of responsibility that in a practical notion make them monopolists. The period when most public companies where formed (and with that the following subjection to competition) during the nineties and early 2000's, forced the formerly protected businesses to act on the terms of the open market. Parallel to this development the brand has for the last twenty years evolved into something great strategic importance for the business, including the business-to-businesses (B2B).

During my time as a student at the School of Library and Information Science in Borås there was an ongoing discussion regarding whether or not the library and librarian were facing an identity crisis and what future consequences this may lead to. The discussion was and still is of interest to me since it most likely will have an impact on the identity I soon will make part of my self as a professional librarian. This master?s thesis is an attempt that to through discourse analysis seek clarity in what the future identity of the library and the librarian may consist of. I do so by examining articles from the two library journals Ikoner and Biblioteksbladet.

This study is generated from a European Union project founded Barcelona, Spain and contents a questionnaire that is the same in the different studies, but with different questions or thesis in each of them. Our question is if there is an identity creation in the meeting with other people and if so, how that identity creation is constructed. The identity-creation-meeting in the study is a fictive love relation story. Two high school classes in the Stockholm area have participated in the inquiries.The work of Bjerrum-Nielsen & Rudberg (1991) shows that the two sexes differ in their opinion about what is desired in a relationship. The result of our study points out that both young men and women mostly prefers the same qualities in a relation in spite of that gender socialisation directs the informants towards stereotypical roles.

Advertisers of today are facing a great challenge in a landscape where it becomes even more difficult to break through the clutter and convince consumers to buy their products. In order to succeed, they need to come up with new ways of communicating with their customers. The purpose of this paper is to investigate if micro-blogging could be considered an effective media choice in order to enhance the perception of brand associations and traditional communication effects. The subject is of interest as brands are putting increasingly more resources into this communication channel. However, at the current date the marketing effects of micro-blogging is unexplored in academic research.

The purpose of our study is to examine the bloggers? influence on the brand?s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions;Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject.

Thesis Purpose: The purpose of our thesis is to explore different plausible scenarios concerning the future of the Swedish produce industry with regards to branding. Methodology: In order for us to answer the research question and fulfill its purpose, we have utilized a qualitative approach combined with of both an inductive and deductive theoretical approach. Our study is both explorative and speculative. Theoretical Perspective: The theoretical framework of our research is based upon Porters Five Forces and Competitive Advantage combined with Kapferers Brand Identity Prism and his ideas on Brand Innovation. Additionally, we have utilized the Game Theory.

This thesis is concerned with how identity is connected to historical writings and what normsshapes the perspectives of history. The purpose of this study is to investigate the possibilitiesfor identification offered in history books used for history teaching. This study is concernedwith what role the nation plays and how it shapes the conception of history, with the hope ofcounteracting negative attitudes towards those not being identified as ?Swedish? in the historytelling.The study was conducted through discourse analysis. The material for this analysis consistedof three history books directed towards 4-6th graders.The study shows how identity is created through putting ?us? against ?them?.

This thesis treats the topic of user-generated comments connected with news stories on news sites, meaning electronic word-of-mouth combined with PR. The writers have examined how different types of comments affect consumers' perception of the article and also what communication effects these comments generate in terms of attitudes, purchase intent and word-of-mouth intent. The results interesting to the news site owners, is that lots of comments and negative comments generate a negative effect by making the actual article less credible, attractive and worth reading (relative to the subsequent comments). On the positive side, serious comments imply that the news story is perceived as more interesting, than a news story followed by non-serious comments. From a brand equity perspective, the interesting results show that few comments compared to lots of comments, generate a better attitude to the brand, even though there is no difference in how positive or negative the comments are.

Victoria?s Secret grundades 1977 i Kalifornien, USA. Idag har märket, som främst säljer underkläder, nått en enorm popularitet. I USA finns det, hösten 2014, över 1 000 butiker. Företagets främsta sätt att marknadsföra sig på är genom dess modeshow ? The Victoria?s Secret Fashion Show - som sänds en gång per år på CBS.

The aim of this essay is to study how the Sami are presented in four textbooks about religion and history that are used in the schools of the majority culture of Sweden today and one book of ideas asto how a textbook could look like from a Sami's perspective. Its aim is not only to study how the Sami are presented but also to discuss how students who read these books could interpret what it means to be a Sami and what their culture is about. It is also meant to discuss how the Sami identitycould be formed. In order to be able to discuss this the essay uses three different kinds of theories about identity and culture. The analysis showed that there is little information about Sami culture, identity, religion and historypresented in the four textbooks used in schools of the majority culture and that these books seem to want students to think that the Sami are troublemakers but are and should be assimilated into the majority culture..

The aim of this Bachelor?s thesis is to investigate the public librarian?s professional identity and its relation to the public library as an experience centre. The development of the library as an experience centre raises questions about how public librarians understand their professional identity, and about their motives for working with activities like workshops and qigong, activities that have no significant connection with the librarian?s traditional tasks. The data was collected via semi-structured interviews exploring the perspectives and points of view of four public librarians.

Purpose: The purpose of this study is to analyze the application of sensory marketing in malls.Problem discussion: The competition between malls is increasing, where visitors are increasing demands on the shopping malls layout. Shopping malls surface and its atmosphere becomes essential in the design of a mall so it will be attractive enough. Sensory marketing can be an appropriate method to stand out from the crowd and attract visitors. Sensory marketing is a process of engaging visitor?s senses to create a strong relationship between the brand and visitors.

Based on the on the assumption that the two recent Swedish poetry collections mil by Anna Hallberg and mallamerik, mallamer, malameri, mallame, amerik, mallameka, merikka, by Lars Mikael Raattamaa, are constructed with theoretical questions about identity, national identity, language hierarchy and power in mind, this study aims to investigate the ways in which these issues come to expression. Simplified, the term language-poetry, or språkmaterialism, can be used to describe a language-philosophical poetry that aims to eliminate the hierarcic structures between writer and reader in a text and invite the reader to become the co-worker of it. The study shows that by different ways of eliminating the centre of the text, the text is made democratical. But one question that this study asks is how can a nation's conventional and standardised written  language ? the language of the centre ? be used to write itself out of this centre into the margin? Stepping from a theoretical background of postcolonial theories on identity and national identity, including reflections as those given by Benedict Anderson, Madan Sarup, Timothy Brennan, Stefan Helgesson and Mia Cuoto, the analysis points out how this poetry laborates with the terms bugging, repetition, national language identity, and space as poetic material, in order to work in line with ? and contrary to - conceptions of a unified and shared language.