Titel: Lever varumärket hos anställda? ? En kvalitativ fallstudie om Living the Brand i Friskis&Svettis och MQFörfattare: Carlsson, Sofia och Nilsson, SannaHandledare: Lars PalmExaminator: Ulrika SjöbergUtbildningssäte: Högskolan HalmstadSektion: Hälsa och Samhälle (HOS)Kurs: Medie- och Kommunikationsvetenskap 61-90 hpDelkurs: C-uppsats, 15 hpSpråk: SvenskaÅr: 2010Syfte: Studera Living the Brand:s påverkan på Friskis&Svettis och MQ:s anställda som i sitt dagliga arbete möter kundenTeori: Service management, varumärke, the VCI Alignment Model, kommunikation, Living the Brand, Maslows behovstrappa, engagemangMetod: Kvalitativ intervju och kvalitativ observation utförda lokalt hos respektive organisationResultat: Living The Brand fungerar i organisationerna och de kommunicerar båda kontinuerligt ut vision och kärnvärden till sina anställda för att varumärket ska bli starkt.Nyckelord: Living the Brand, varumärke, internkommunikation, organisationskultur, organisationsidentitet Det blir allt viktigare för organisationer att stärka sitt varumärke. En strategi för att göra det är att använda sig av Living the Brand som syftar till att få personalen att agera efter organisationens vision, mission och kärnvärden. Denna studie har undersökt två serviceföretag, Friskis&Svettis och MQ för att se hur de arbetar med Living the Brand och hur denna strategi påverkar deras medarbetare som möter kunden i sitt dagliga arbete. Nedan följer vår frågeställning: Hur används strategin Living the Brand i Friskis&Svettis och MQ?- Hur kommuniceras vision, mission och kärnvärden?-  På vilket sätt påverkar kulturen inom organisationen Living the Brand? -  Vad har anställdas identitetsskapande för betydelse för att strategin ska fungera? Studien använder sig främst av kvalitativa intervjuer kompletterade med observationer då vi besökte en förening respektive butik från de två organisationerna.

I denna uppsats belyses Polisen i Uppsala län ur ett varumärkesbyggande perspektiv med syfte att undersöka om teorier avsedda för företag i konkurrenssituation även kan appliceras på en offentlig myndighet. En kartläggning av Polisen Uppsalas arbete med personifiering av sitt varumärke i sociala media görs genom intervjuer, innehållsanalys och sekundärdata. Insamlad data avseende hur deras varumärkesbyggande stämmer överens med teorier om corporate brand, corporate brand personality och corporate brand personality traits avser besvara uppsatsens syfte. Resultatet visar att en stark koppling mellan Polisen Uppsalas varumärkesbyggande och uppsatsens teoretiska ramverk finns. I undersökningen framkommer att arbetet med personifiering är grundligt utformat genom Polisens värdegrund.

En sammanfattning av uppsatsen på maximalt 8000 tecken. Brand confusion är ett begrepp som beskriver en problematik som uppkommer då företags kommunikation inte uppfattas på ett tydligt sätt av mottagaren. Det är kring denna problematik vår uppsats kretsar. Vi har undersökt huruvida företag på en utvald del av den svenska bilmarknaden agerar utifrån vad teorier och forskning säger vara lämpligt för att brand confusion inte ska uppkomma. Vi började vårt arbete med att identifiera ett problem gällande likartade reklamer som vi sedan konstaterade skulle kunna leda till brand confusion.

Titel: Fostran som pedagogiskt projekt. Bilden av ?problembarnet? i statens offentliga utredningar. (The bringing up of pupils as an educational project. The image of ?the problem child? in governmental committees).   This study focuses on the image of the problem child as it appears in two texts (from the 1940s and 1970s) of governmental committees on Public Health (SOU) and the new school law (Ds 2009:25, will be implemented in July 2011).

ABSTRACTThe aim of this study is to look into how ex-offenders experience that stigmatization and labeling- processes might affect their possibilities to create an integrated and adapted life in society. It is also of interest to study how and if the interviewees experience their self-image to be affected by these processes. Our research-questions are:-          How do ex-offender males experience stigmatization and labeling-processes to impact their possibilities when trying to re-integrate into society?-          Do ex-offender males experience their self-image being affected by stigmatization and labeling-processes? If so, how are they affected? In order to achieve this we interviewed members of the organization KRIS in Örebro, where we selected males over 23 years of age with a prior prison sentence. The study is based on the labeling-theory of Howard Becker as well as the stigma-theory by Erving Goffman.In the conclusions derived from the results we found that the interviewees experience a more distinct and obvious stigmatization and labeling from authorities such as the police and the legal system, than that from other people in society.

The topic of our thesis is Packaging Design as a Brand Building Tool and we are presenting the Scandinavian perspective. We found the topic interesting because, from a theoretical point of view, we identified a scarcity in research focusing on packaging design as a brand management tool, and from a practical point of view, we found out that businesses use packaging design at different levels in their communication efforts. Thus we wanted to provide both academia and business world with a clear picture to what extent and how businesses use packaging design in their brand-building process. Therefore the aim of our thesis is to provide practitioners and academicians alike with a better understanding of how packaging design can be used to create strong brands in the FMCG sector in the Scandinavian market. To reach the stated aim first we provided a solid theoretical background of packaging, its elements and its role in the marketing mix.

During the last decades, brand equity has been a priority topic for both practitioners and academics. In accordance with the structural changes in the economic settings caused by the so-called "new economy", corporations being confronted with a shift on perceived business value structure from tangible assets to intangibles. On the other hand firms increasingly are adopting more responsible behaviour towards their societies. In this context, one critical question is to understand how corporate conduct may affect brand equity. The purpose of this study was to find how brand equity (BE) measurement methods embrace corporate responsibility (CR), based on a literature review.

Titel: Wermland Forever? En underso?kning om hur Karlstads kommuns varuma?rkesidentitet avspeglas i tv- serien Wermland ForeverSyfte: Syftet med uppsatsen a?r att belysa hur en stads image kan pa?verkas av en enskild marknadsfo?ringsa?tga?rd. I det ha?r fallet sponsring av tv-serien Wermland Forever som efterfo?ljdes av sa?va?l tittarstorm som la?ga tittarsiffror. Karlstads kommun mottog dessutom kritik fo?r sitt samarbete da? ma?nga ansa?g att tv-serien gick emot Karlstads kommuns va?rdegrund.Fra?gesta?llningar: Hur ser Karlstads kommuns varuma?rkesidentitet ut? Hur ser Karlstads kommuns varuma?rkesimage ut? Hur uppfattas bilden av Karlstad som visas upp i Wermland Forever? Hur ser fo?rha?llandet ut mellan Karlstads kommuns varuma?rkesidentitet kontra varuma?rkesimage ut i relation till Wermland Forever?Teori: Uppsatsen baseras till stor del pa? Simon Anholts fyra aspekter av ett varuma?rke samt Hart & Stachows ramverk fo?r att ma?ta Karlstads image.

This study examines whether it would be profitable for travel distributors in the charter to expand its offerings to other travel related products, and also the products that are in demand. We are also studying the role that brand has for customers' choice of travel.According to Hellman, e-commerce is to be preferred since it is competitive because it gives the travel distributors the opportunity to lower down prices. Therefore, we also investigated the proportion of respondents who would consider buying these travel-related goods through the travel distributors? websiteIn support of this study, is a survey with a population of 100 charter travellers. Respondents are divided into two groups where the first group consists of people who have booked their trip in stores, and the other via the Internet.

Today many different types of lock systems are used all over the world. Passwords, finger prints and magnetic strips are a few examples. When the key is a three dimensional object, lika a physical metal key, the security depends, in a high degree, on that you can?t copy the object without access to it. One approach to copying the object is photographing the object, and from these photographs create a copy.

Problem: Småortshotell har andra förutsättningar än storstadshotell för att kunna överleva. Det gäller både distansen till samt utbudsnivån i hotellen. Den geografiska placeringen gör att resenärer inte passerar dem utan gästerna kommer till småortshotellen för att uppleva deras utbud. Syfte: Vårt syfte är att undersöka hur småortshotell strategiskt arbetar med imageskapande ur marknadsföringsperspektiv. Frågeställningar: Vilken image vill småortshotellen förmedla?Vilka samarbetsformer har småortshotellen?Vilka underliggande betydelser förmedlar småortshotellen? Metod: Vi har använt oss av kvalitativa metoder som består av två delar, datainsamlingsmetoder och semiotikdokumentanalys.

Problem statement: In what ways do companies work strategically with event marketing?To answer the problem statement, the following research questions help us gain the necessary understandings:What role does event marketing play in a company?s marketing mix?What are the deciding factors that make companies select certain events?What objectives do companies have with event marketing?How do companies evaluate their event marketing?Purpose: Through analyzing multiple case studies of event users and event organizers, this essay attempts to gain an understanding of how companies work strategically with event marketing as a promotional tool.Method: Primary data collection was compiled through a series of six interviews of both event users and event organizers. This qualitative data has contributed towards the formulation of six case studies that outline the research findings. In addition to interviews, secondary data was compiled through literature, scientific articles, and internet-based materials.Conclusion: The findings of this paper show that event marketing is an integrated promotional tool that is used to further strengthen a company?s comprehensive marketing mix.

The aim of this study is to create understanding of why companies should collaborate with artists and how artists and businesses build strong partnerships. We also want to understand the development of relations between the music industry and companies, together with the problems, possibilities and implications it has for both artists and corporate identity and brand. The music industry has been changing rapidly during the digital revolution and new problems and opportunities have emerged which the music industry can choose to either embrace or renounce. This study is made with a qualitative approach based on interviews with relevant individuals from the music industry. We have carefully chosen these individuals to counterpart different segments of the music industry and to execute our purpose from various perspectives.

The society of today is overflowed with information and commercials. There is a thick media noise that the marketers finds hard to penetrate. Bearing this in mind, we can see that Event Marketing, witch is marketing through events, has grown to be a popular form of communication as it has an ability to work its way through the existing media noise. Through events a company can strengthen its brand and image as well as form a lasting relationship with its consumers. What other functions does Event Marketing possess? In what context is Event Marketing an appropriate marketing strategy to use? These are two questions that we aim to answer through this essay.To be able to answer these questions we interviewed the marketing manager of two different companies, L´oréal and TeliaSonera.

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.