Syfte: Syftet med uppsatsen är att genom empirisk undersökning besvara frågan vilken mätbar effekt sponsring har på varumärkets värde, Brand Equity. Genom att besvara den frågan är också syftet att utveckla en modell som visar vilka faktorer samt vilka delar i varumärket som påverkas av sponsring.Metod: Vi har valt att genomföra detta arbete genom att använda fallstudier. Dessa har vi genomfört med hjälp av kvalitativa intervjuer med representanter för Gevalia, Läkerol och Länsförsäkringar Gävleborg, vilka samtliga sponsrar Brynäs. Vi har bearbetat intervjuerna för att sedan analysera dem mot vår teoretiska referensram. Vi har valt att dela upp analyserna efter huvudområden som rör sponsring och varumärke.Resultat & slutsats: Vi har utvecklat en modell som visar sponsringens effekter på Brand Equity, men dessa är dock inga tydliga mätbara effekter då vi inte kunnat uttyda några genom studien.

This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way.

The thesis strives to answer the question whether there are any differences between how young customers, in comparison with older, are affected by brands when buying different products. The purpose is to get a clearer idea about the brands' importance in the future and in that way also to give guidance to companies about how to best market themselves and there products.To answer the question, an experiment was conducted with 480 respondents taking a survey where they had to rate a product after reading a short text about it. Some of the texts stated that a specific brand was behind the product while some said the product was produced by an unknown brand.The result of the study was that young people showed a greater propensity of rating products with a brand higher than products without brands, in comparison with the older respondents. This gives reason to believe that brands progressively will become an even more important tool for marketers and an unmatched asset for companies in the future..

Bakgrunden visar på att Stockholms destinationsmarknadsförare befinner sig i en stark konkurrenssituation då konkurrensen sker globalt. Vidare har kundernas beteende förändrats vilket ställer högre krav på Stockholms destinationsmarknadsförare. Utmaningen består i att Stockholm måste skapa en attraktiv identitet för att uppnå en lyckad image hos nya segment. Därmed är det betydelsefullt för Stockholm att attrahera ryska besökare.Uppsatsskribenterna har kommit fram till att Stockholm inte har en lyckad image i dagsläget..

The purpose of this essay is to investigate what it means to be a punk in Linköping, Sweden today. This is done by interviewing four informants on a number of topics. The topics being discussed are appearance and values. The topics ?values? contains a number of sub-topics, but the emphasis is put on D.I.Y-ideals and equality.D.I.Y-ideals (Do It Yourself-ideals) are important.

The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way symmetrical communication and communication channels. The study was conducted by a quantitative online questionnaire survey. The online survey was aimed at teenagers aged 15-18 years old living in Täby or Umeå where one question was "What difference can be discerned between Täby, where there is a shop, and Umeå where there is no shop". The material was collected during a period of eight days between december 11th to december 19th 2013.

At the end of 2008, Arla concluded agreements with several supermarkets in southern Sweden. The agreement with the supermarkets excluded Ska?nemejerier from the stores. This meant that Ska?nemejerier lost approximately 7% of sales volume.

Responsible production is a subject of increasing importance for companies toadopt and communicate to their environment and many companies choose to implementenvironmental ? and ethic considerations into their brand strategy. There is, however, adividing line between companies according to what extent they choose to implementresponsible production into their brand strategy and to which extent they choose tocommunicate it to their stakeholders and surroundings. It is the hypothesis about a dividingline that is the foundation for this essay and something we believed could be interesting forfurther analysis.The purpose of our essay is to find out how the brand strategy of a company is affected by theresponsible production and in what extent they communicate it to their environment. Byanswering those questions we hope to find out why some companies communicateresponsible production more actively than others.We have conducted in-depth interviews with the Swedish clothing companies; MariaWesterlind, Zion and Dem Collective and we have through our analysis reached interestingconclusions.

AbstractEqual opportunities from an employer brand perspective- What does the future manpower inquire?Authors: Erik Frick & Niklas HalldénInstructor: Karin JonnergårdExaminer: Sarah PhilipsonBackgroundWe are living in a society that originates from a patriarchy founded many thousand years ago. This has put women in an inferior position in the labour market. To promote equal opportunities we argue for that companies can utilise employer brand. Employer brand is a new theoretic concept that is being used more frequently among scholars and companies.Presentation of the problem? Which role do equal opportunities play to attract potential manpower from an employer brand perspective?MethodOur method has a quantitative approach and we have choosen to carry out a survey.

The purpose of this thesis is to investigate and analyse factors that may have an influence and can affect a brand?s development and change over time. By doing this we want to clarify which factors it is important for a company to understand and gain control over.To find the answer to our thesis we have carried out six semi-structured interviews which all were of qualitative character. The reason why we chose to work with the qualitative methodology was mainly that we wanted to achieve a deeper knowledge about our choice of subject. The empiric data that we have gathered have been compared and combined with our theories and resulted in our analysis which made us gain a deeper understanding of our subject.

At Saab Aerosystems, situated in Linköping Sweden, there is a presentation and manoeuvre simulator simulating the fighter jet JAS-39 Gripen. This flight simulator is called PMSIM. In this thesis we study how to transfer sensor images generated by PMSIM to other simulators or desktop computers. The transmission is band-limited so some kind of image coding must be used. Because of this the greater part of this thesis is concerned with image coding.

On the 12:th of April 2011, the Swedish tabloid magazine Expressen publishes a story, claiming that Ola Lindholm, presenter of critically acclaimed TV-show ?Wild Kids? has been suspected and apprehended on cocaine allegations. The serious allegation called for Ola Lindholm to defend himself against the allegations. His only public response was a blog-post where he claimed his innocence, albeit with some reservations.  The purpose of this paper is to analyze Lindholm?s rhetorical defense.

The purpose of this study is to examine the impact that idealised body images found in media have on the body-image and wellbeing of young men and women. The study was carried out using questionnaires based on the BAQ and HAD scales to examine the participants' views of themselves as well as symptoms of anxiety and depression. Time spent by the participants using different kinds of media, as well as their degree of social support, was used with the purpose of examining relations and differences in body-image between men and women. The questionnaire contained advertising images to examine whether short time exposure had any impact on the participants. In order to determine this, one half of the questionnaires contained idealised body-images, whilst the other half contained images without human objects.

The blog has become a widely discussed subject, but while marketers do invest in blogs, there is little evidence on the how the blog works as a marketing tool. Therefore, we thought it would be interesting to create a greater understanding of the blog's potential communication effects. To demonstrate the potential of the blog in comparison with more traditional media, we decided to compare the communication effects achieved by a blog with those achieved by an online magazine. We pursued an experiment where we exposed an identical text about a brand to respondents in seven blogs and in seven online papers and measured the resulting communication effects in terms of attitudes and intentions towards the exposed brand. The quantitative study showed that the blog in some basic aspects works as a more traditional media; when the consumer forms positive attitudes toward a text in a blog, the attitude spills over to the attitude toward the brand, with higher buying and w-o-m intentions as a consequence.

Uppsatsens syfte är att undersöka och analysera hur olika varumärken bevarar sin varumärkesidentitet och image när de utvidgar sitt märke mot nya produktkategorier.Metod:Denna uppsats har en kvalitativ forskningsmetod med en abduktiv ansats. Vi valde detta metodval eftersom vår ambition var att komma nära vårt problemområde, vilket gjordes genom att skapa en djupare förståelse för ämnet. Sju intervjuer har gjorts med personer för att bygga den empiriska studien. Dessa personer har en anknytning och arbetar aktivt för och med varumärket. Dessutom har en intervju gjorts med en docent som är expertis inom området varumärkesutvidgning.Slutsatser:Vi har genom analys och slutsats kommit fram till att identitet och image är två viktiga aspekter som ska finnas med vid en utvidgning av ett varumärke.