The purpose of this thesis was to illuminate how companies work with their brand identity and particularly how it is applied in their positioning. The empirical data has been collected through interviews with two companies in Sweden working with brand identity as a stated strategy. The study shows that companies discover, develop and build their brand identity based on their core identity and core values. The core value can be strengthened through customer satisfaction surveys. In order to develop the brand identity in companies, management has to be aware of their brand person- ality, as an essentiality for survival.

 This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. .

This essay describes the Swedish furniture business and its strong competition between domestic and foreign producers. As the demand on higher development speed grows stronger, alongside a fierce competition between the companies, long lasting and unique qualities such as customer relations and strong brand names become crucial. Nowadays many furniture producers chose to sell their products through retailers and they therefore miss out on invaluable direct contact with their customers. Consequently, this means that they lack the perquisite to build relations or more importantly, to communicate their brand.To illustrate the problem a case study and a survey have been carried out. The study compares the strategic marketing works between producers who have own concept stores and those who uses retailers.

Title: Brand Brazil ? A study on brand equity in an emerging market Authors: Anders Andersson & Jonathan Karlsson Subject: Bachelor thesis in marketing, 15 credits Keywords: Brand equity, Emerging markets, Brand awareness, Brand associations, Perceived quality, Brand loyalty Purpose: The purpose of this thesis is to gain deeper understanding of how a company operating on an emerging market can work with brand equity, and what benefits it provides to the brand owner. Theoretical framework: The chapter begins with a description of brand equity to be further decomposed to its four dimensions; brand awareness, brand associations, perceived quality, brand loyalty Methodology: A qualitative research method with a deductive approach is conducted, where interviews with Brand/Marketing coordinators for the Brazilian subsidiaries of Volkswagen, Toyota and General Motors, are performed. Empirical framework: The chapter presents performed interviews that are supposed to describe our case studies? work and benefits from brand equity. Conclusion: This study shows that companies operating on an emerging market are working actively with brand equity, often in accordance with theory. The companies also experience positive effects from increased brand equity..

 This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. .

This report aims to examine how Brunneby Musteri is to update the brand attention for Brunneby Musteri at retail stores. Brunneby wish to assure their brand will catch the customers? eye in the store and therefore get assistance to discover what to improve. The family business Brunneby Musteri (Brunneby) was founded in 1941 and is located nearby Göta Kanal in the county of Östergötland. Brunneby produce products such as lemonade, jam, jelly, marmelade, cider and vinegar.

Companies spend huge amounts on communicating their brand through marketing. Many of these contact areas where the consumer comes in contact with the brand is con-trolled by the company. The brand image is also affected from outside the company. It can be from users, media, blogs etc.Burberry is an example of a company that got in trouble with their brand image after hooligans where associated with their products. If a company with a brand with a strong image is associated whith consumers that are not compatible with the target group the company wants, there is a risk of a negative affect on the brand image.Our purpose is to investigate and describe the phenomenom when a company brandimage is affected by being associated whith consumers not compatable whith, by the company, intended target group.We have chosen a qualitative research where we use a multiple case study.

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.

Many? luxury? companies? within? the? fashion? industry? today? choose? to? extend? their? brands downwards? in? order? to? reach? new? customer? segments? and? hence? increase? their? profitability.? A? brand? extension? strategy? that? leverages? the? core? values? of? the? luxury? brand? is? a ?new ?possibility ?for ?luxury ?brands ?to ?position ?themselves ?towards ?a ?broader ?customer ?base.?? Meanwhile? there? is? a? risk? that? the? extension? dilutes? the? image? of? the? luxury? brand? and? has? a? negative? effect? on? the? company? in? the? long? term.? Thus? a? tradeoff? exists? between? becoming? more? accessible? and? maintaining? the? exclusivity? of? the? luxury? brand.? The? objective? of? this? thesis ?is ?to ?investigate ?how ?luxury ?brands ?that ?perform? downward ?brand ?extensions ?to? reach? new? markets? can? succeed? with? this? strategy? without? diluting? the? brand? image.? This? is? achieved? by? studying? the? perceptions? of? the? new? target? segment? towards? the? extension? of? luxury? brands.? The? results? of? the? study? show? that? the? risk? of? brand? dilution? is? minimized when? the? core? values? of? the? luxury? brand? are? transferred? to? the? brand? extension? while? the extension ?at ?the ?same ?time ?is ?successfully ?targeted ?towards ?the ?specific ?customer? segment..

The purpose with this thesis is to investigate how Swedish clothing companies create and communicate a personality for their brand. Case studies were conducted with three companies: Nudie Jeans, Koppartrans and J.Lindeberg. These firms can be considered as established clothing brands nationally as well as internationally. The study found that individualism, logotype and moral standpoints play an important role in the creation and the communication of a brand?s personality.

Talented and committed employees are important resources for a company?s competitiveness. With the escalating competition for competent employees, a strong employer brand has come to play an increasingly important role as a means of attracting employees with a desirable profile. In this study, brand theory is applied to the results of a quantitative study of students? evaluation of an attractive employer, in order to identify the factors which explain why certain employers are perceived as more attractive than others.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ?brand identity? and ?brand associations?, where the brand identity is the organization?s desired view of the brand, and the brand associations define the associations held by the consumers.Issues: What is Metro?s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond?Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands.Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro?s own documents regarding values and target audience.

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.

The purpose of our study has been to analyze the character of the interaction between music labels and media and to examine to what extent the artist brand is being considered in music labels relationship with media. This has resulted in our research question:What characterizes the large music labels relationship with media?For this study we have used a qualitative approach to achieve a deeper understanding of our chosen topic. We have conducted seven interviews with representatives from both major record labels and media companies with great knowledge about our subject. Five of the interviews were conducted face-to-face and two were performed via e-mail.In the final chapter we answer our research question and thus present our conclusions.

Cause-Related Marketing (CRM) is a marketing activity that has grown popular in the USA and studies have been carried out that explore how American consumers perceive and react to CRM. In Sweden, however, CRM has not yet found ground to any greater extent, and therefore there is limited research on how Swedish consumers react to CRM and how they perceive it. In this study, eight Swedish consumers are interviewed regarding their perception of CRM. The main findings of the investigation are that Swedish consumers fit well into a model that is based on American consumers? responses to CRM.