Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of this essay is to analyze theories about positioning that will create an image of the positioning process, which we later on shall benchmark with other companies way to position their brand. By this, we want to obtain a well-documented work on how Luma Metall AB should work with the positioning on its brand in the future. This essay is based on a qualitative method that is characterized by an abductive approach. The empirical materials we have gathered through interviews with 5 selected persons that are well experienced on the subject have given us important information. We have come to a conclusion how a small company in a B2B market can position itself.

A crisis situation that has been more commonly occurred in the industry of conveniencegoods lately is the product related crises which thereby has become a challenge for everymarketer to handle. As the negative publicity tend to enlarge the crisis and spread to thecategory as a whole, it's not only important to have a crisis management to handle crisesconcerning the company itself. But also to be ready to make the best out of the situationwhere the company is threatened to get infected by the negative effects caused by acompetitor.When companies get the chance to make a response on the negative publicity on theircompetitor, as well as the category, through media, the question is - shall they act And howshall they act Which response is the most effective to send out to get out of involvement, notget infected by negative spill over's or even - to make the valenced comparison a way togenerate positive effects and gain market share The purpose of this paper is thereby to find the optimal strategy for an organization in theindustry to handle their competitor's crises through a pronouncement in media. Anotherpurpose to address is whether the brand strength is moderating the effects from the differenttypes of responses tested in this study. This purpose aims to find guidelines depending onthese moderating effects.The paper commodiously, strongly supports that there are beneficial effects to be generatedfrom making a response in either positive or negative direction in oppose of actively choosingnot to make a pronouncement at all.

The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company?s choice of green strategy.

I byggbranschen påverkar planering omkostnader och kvalité vilket gör att det krävs en bra och noggrant planering innan ett byggprojekt påbörjas. Arbetsberedningar är ett planeringsverktyg som används vid genomförandefasen med syfte att effektivisera arbetet. Denna studie beskriver hur arbetsberedningar på NCC Construction AB används och vad den har för påverkan samt hur den kan förbättras. I denna studie har fyra av NCCs arbetsplatser undersökts, där både ledning och medarbetare intervjuats. Studien visar att arbetsberedningar på många sätt är ett uppskattat planeringsverktyg av ledning och ett bra underlag för yrkesarbetarna samtidigt som flera anser sig klara sig utan dem.

This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area.

Följande uppsats baseras på en fallstudie av Göteborgs Spårvägar, GS, som syftar till att utvärdera organisationens arbetsgivarvarumärke genom att jämföra ledningens uppfattning om organisationens attraktivitet som arbetsgivare med medarbetarnas upplevelse av sin ar-betssituation samt att identifiera områden för utveckling. För att uppfylla syftet har utgångs-punkt tagits i tre forskningsfrågor; Hur uppfattar ledningen GS som arbetsgivare? Hur upple-ver medarbetarna sin arbetssituation och hur ser de på GS som arbetsgivare? Och hur sam-stämmiga är ledningens och medarbetarnas uppfattningar om GS som arbetsgivare?Uppsatsens teoretiska referensram består av teorier och tidigare forskning med anknytning till, det för uppsatsen, centrala begreppet employer branding vilket handlar om arbetsgivares förmåga att attrahera rätt medarbetare. Många faktorer inverkar på en organisations employer brand, arbetsgivarvarumärke, studien har dock avgränsats till följande: Rykte, Psykologiska kontrakt, Ledarskap, Mångfald, Kommunikation och Kompetensutveckling.Fallstudien bygger på kvalitativa, semistrukturerade intervjuer med fem personer i GS kon-cernledning samt en befintlig medarbetarenkät som genomförts inom organisationen år 2009. Intervjuguiden utarbetades med utgångspunkt i de frågeområden som medarbetarenkäten in-nehåller, i syfte att kunna göra jämförelser mellan ledningens och medarbetarnas uppfattning-ar om GS som organisation och arbetsgivare.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new.

Syftet är att med hjälp av fallet Stockholms stads hemtjänst analysera hur ledningen på utförarnivå implementerar ett påtvingat arbetssystem.Studien är kvalitativ där avsikten med studien är att beskriva och analysera respondenternas tankar och upplevelser kring implementeringen av arbetssystemet. Som forskningsstrategi har en fallstudiemetod använts. Den huvudsakliga datakällan är åtta intervjuer med chefer på olika utförarenheter i Stockholms stad.Uppsatsens teoretiska ansats utgörs av Principal-agent teorin, teorier om förändringsmotstånd och förändringsledning samt teorier om implementering av ny teknologi.Studien tar sin grund i att Stockholms stad infört ett nytt rapporteringssystem i hemtjänsten år 2014, något som har mött mycket motstånd av vårdbiträden. Detta har lagt press på ledningen på utförarnivå som lett implementeringsarbetet i utförarenheterna. Genom åtta stycken intervjuer med chefer från olika utförarenheter har ledningens roll och ansvar av implementeringsarbetet uppskattats samt ledningens hantering av motstånd diskuterats.Studien har resulterat i en utvärdering av ledningsarbetet som till största delen påverkat utfallet av införandet av ParaGå i hemtjänsten.

In these days of globalization, with a higher level of openness and interaction over geographical, cultural and economical borders, the importance of the company?s intangible asset, its brand, is gaining importance as a differentiating factor. Building a strong brand and the emphasis on strategic brand management is something that before was given less attention in firms but today we can see a general increase in awareness and relative emphasis in the strategic work of companies.Countries as brands: Is it possible to consider a nation or a country as a brand the same way you consider a product? Well, looking in to the subject it seems to be a rather complex matter and there are many questions to be asked and answer. Nations around the globe are indeed marketing and positioning themselves for several purposes.

Föreliggande studie syftar till att undersöka upplevda effekter och konsekvenser av en livsstilutbildning ur ett deltagarperspektiv, ett anordnande perspektiv och ett organisatorisktperspektiv. Detta med anledning av ett ökat fokus från samhället på ett hållbart arbetsliv. Resultatet baseras på både kvantitativa och kvalitativa metoder och utgår från två resultatinriktade utvärderingsmodeller och en aktörsfokuserad utvärderingsmodell. Datainsamling har skett i form av gruppintervjuer, enskilda intervjuer samt enkät. Mot bakgrund av livsstilsutbildningens uppsatta mål har analysen av kvalitativa data skett genom kategorisering, den kvantitativa delen har analyserats genom internetverktyget Google Docs.

The purpose with this thesis was to describe the importance of the creative industries for a town. We thought that towns could design a strategy to attract creative industries and creative people to establish their business in the town. During the study some important topics, such as a town brand, a town image and a town identity has been identified as factors that can influence and attract people and creative industries. Towns can use these topics in their marketing of the town. The method that we used was a case study: we conducted interviews to collect information about the chosen case study, the town of Skellefteå.

Within the subject of retouching there is an ongoing debate about whether fashion retailers should retouch their ads or not. There has been a large amount of criticism to the communication of stereotyped beauty ideals that is used by companies in their marketing. The stereotyped ideals also contribute to negative psychological effects among people. As a response to the criticism, or as a way to differentiate one-self from competitors, retailers are starting to use unretouched models in their advertising. How this affects the consumer's perception of CSR along with the attitudes and behaviors is still unknown.

Syftet med denna undersökning är att ta reda på vilken funktion specialpedagogen kan ha i skolans ledning samt att jämföra rektors respektive specialpedagogens syn på specialpedagogens funktion i ledningsgruppen. Utifrån detta syfte ställs frågor som: Vilken är specialpedagogens funktion i skolans ledningsgrupp? Är det ett medvetet val att en specialpedagog ingår i skolan ledningsgrupp? Hur påverkar specialpedagogen skolans syn på individanpassningen i skolan? Hur påverkar specialpedagogen skolans syn på integration/segregation? Och vem äger specialpedagogiken på skolan? Kvalitativa intervjuer har genomförts med tre rektorer och tre specialpedagoger på tre olika skolor. Samtliga specialpedagoger medverkar i respektive skolas ledningsgrupp. Studien visar att specialpedagogen har en stor betydelse på dessa skolor.

The purpose of this thesis is to gain a deeper understanding of Swedish companies? use of corporate sponsorships as a tool for communication. The research describes motives and goals of corporate sponsorships, the selecting process and methods used in evaluating its effects. The empirical data has been colleted through interviews with two companies sponsoring athletics at a top level in Sweden. The study shows that the principal objectives and motives companies have with sponsorships are related to brand exposure, image improvement and relationships.