The purpose of this essay was to examine the packaging design´s communications related to the colloquially brand's symbolic capital and how they became meaningful through experience and perceptions that led to the identification processes in the consumer society. There were eight interviews of snuff users who became my main collections materials. My theoretical framework was discourse psychology´s emphasis on language and Bourdieu´s concept provided important tools in the analysis of the material.I could highlight that packaging design and the brand had influenced the informants and given them symbolic beliefs and what it meant to sniff a certain brand. Color, brand awareness and price were crucial in choosing where the informants attributed themselves the cans symbolic values to their identity. It could be inferred high and low status perceptions based on stereotypes in the design itself..

Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-branding partner in order to use co-branding as a strategic brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Marketing, Strategic Alliances, Affinity Partnering, Co-Branding, Consumer-Brand Relationships Empirical data: Interviews with expert consultants and company representatives (adidas, BMW, BMW MINI, Diesel, H&M, Opel, Philips, Sharp, Volkswagen) Conclusion: Partner selection depends decisively on the different co-branding aims and incorporates the crucial step when using co-branding as a tool for strategic brand activation. The co-branding aim and the corresponding partner lead to various types of relationships, which, in this study, are anthropomorphized to connect the world of marketing and branding to real life. Fashion and design brands have proven to be particularly eligible as co-branding partners for brand activation due to their innovative and trend-oriented nature..

Uppsatsens huvudsakliga syfte är att öka förståelsen för hur varumärkeskapitalets dimensioner påverkas av en nedåtgående vertikal brand-extension. Med en kvantitativ metod och en experimentell undersökning, med 440 svarande studenter, har vi belyst området. Experimentet baserades på en fiktiv lågprislinje för ett starkt varumärke inom dagligvaruhandeln, i vårt fall Uncle Ben?s. Den teoretiska referensramen kommer från områdena varumärkeskapital och brand-extension.

Authors: Tobias Nilsson & Vedad LjeljakSwedish title: A case of a football club?s brand. En fallstudie om en fotbollsklubbs varumärke, ?Kall hjärna, varmt hjärta och rena händer?AbstractPurposeThe purpose of our study is to understand brand building of a Swedish professional football club. MethodThe method that has being used in the essay is a qualitative study where we have used semi constructed interviews to create a deeper understanding for brand building in a football club.

Consumer involvement in the product development process, co-creation, is being practiced by numerous companies. Previous research has investigated how consumer participation in co-creation affects consumer attitude. However, little is known about how co-creation affects the attitudes of the observervers of co-creation. The effect of observed co-creation on consumer attitude should be important when deciding whether to apply co-creation or not, as the observing consumers make up a larger part of the consumer collective than the participating consumers do. The paper at hand aims to investigate how observed co-creation affects consumer attitude and purchase intentions.

The purpose with this essay is to study how companies use the repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions:What reasons are there for a company to initiate a repositioning?, What does it mean for companies to implement a repositioning?, What are the risks with a repositioning?We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with brand repositioning. Our study has been implemented with and deductive character.The most important conclusion that we observed after implementing our study is that repositioning is a high-risk project. Instead of changing their entire brand image, companies should instead make small changes and revitalize the brand by developing the strength that already exist.

Branding is becoming increasingly important to companies within the B2B-sector and they put a lot of effort and capital to develop and strengthen their brands. One way of working with brands is through ingredient branding. An ingredient brand is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. The purpose of ingredient branding is to create competiveness, differentiation and to create quality associations. Ingredient brands can be divided into emotional and functional categories.

The purpose of this essay is to increase the understanding of how the management´s core values reflect the brand´s profile and image. To be able to fulfill that purpose, we used three problem statements that questioned how consumers, retailers and the employees of the company Kosta Boda perceived the brand. To accomplish this, we used a qualitative method. We started collecting theories about the topics: brand, image and profile that gave us a good foundation to build our qualitative interviews on and to increase the understanding for the topics. To collect imperical data, we interviewed consumers, retailers and employees at Kosta Boda both by email, phone and face-to-face interviews.

Objectivity is often emphasized as one of the fundamental principles for the auditing profession and is also a requirement for preserving satisfactory professional practice. The multiple company scandals in the first decade of the 21st century have created distrust for auditors? capability to maintain objectivity. The purpose of this study is to contribute with a new way of thinking when it comes to the factors that affect objectivity. Earlier studies have indicated that personality factors may affect work performance in many different fields and this study is exploring the connection between separate personality factors, and the capability of less experienced auditors to maintain objectivity in the relationship with dominating and demanding clients.Data was collected through a survey that was divided into two separate parts where the first part measured the participant?s score on different personality factors, and the other part measured the participant?s score on perceived objectivity.

Purpose ? The current study aims to analyze how employees in temporary groups gets motivated, based on their personality traits and generation belonging, focusing on the goal setting theory. The study also focuses on the combination of these two variables concerning the goal setting theory.Design ? A total of 56 individuals working in project groups completed the questionnaire made for measure their personality traits and their work motivation.Findings ? Results in this specific case demonstrated differences in motivation based on their personality traits and generation. The study also found differences when studying the combination of the two variables.

The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

Electrooculogram (EOG) data was used to develop, adjust and validate a method for drowsiness detection in drivers. The drowsiness detection was based on changes in blink behaviour and classification was made on a four graded scale. The purpose was to detect early signs of drowsiness in order to warn a driver. MATLAB was used for implementation. For adjustment and validatation, two different reference measures were used; driver reported ratings of drowsiness and an electroencephalogram (EEG) based scoring scale.

Motivation för ledarskap styrs av värderingar, personlighet och tro på sin förmåga. Forskning har genererat tre motivationskategorier för ledarskap, affektiv-identitet ledarmotivation, icke-kalkylerande ledarmotivation och social-normativ ledarmotivation. Studien undersökte dessa tre motivationskategoriernas inbördes rangordning och skillnader mellan utbildningsinriktning och kön samt samband med generell self-efficacy och personlighetsegenskaper enligt femfaktormodellen.  192 studenter deltog från en mellansvensk högskola, därav 54 män, 90 från socionomprogrammen, 72 från det internationella businessprogrammet och 30 från två ingenjörsprogram.  De besvarade en enkät bestående av Chan och Drasgows Motivation to lead scale, Chen, Gully och Edens General self- efficacy scale och Shafers femfaktormodell Big Five Marker. Resultatet visar att det finns skillnader mellan motivationskategorier och utbildningsinriktning.

Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding.

This study is about how a swedish brand within the food industry that experiences a crisis following a product failure. It focuses on three areas following the crisis and these are crisis management, recovery strategies and brand management. This study seeks to explain how these areas interact in relation to massive exposure to mass media and how they interact restore the brand's potential loss of reputation. This study was conducted as a case study with a deductive and qualitative approach. The data gathered to this study was mainly based on newspaper articles and complemented with semi-structured interviews with twelve local retailers of the brand..