The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners.

In today?s society, people do not solely purchase a product for its promised use. Instead, a brand is purchased and along with that brand comes a variety of associations. The associations of a product?s brand are what contributes to the added value that, according to this study, is what distinguishes a brand?s power.

The aim of this thesis is to investigate how a valuation of a company preceding an acquisition can be affected by the fact that a strong brand is attached to the target company. Techniques to value a company and theories of brands are well developed, but the link between them is partially missing even though the needs to value brands have increased. A case study of five Swedish acquisitions is conducted to identify possible complicating and simplifying factors and how these are handled in the context of a valuation of an acquired company with a strong brand. Important findings are that a decreased volatility of future earnings can lead to more accurate prognoses and valuations due to the existence of a strong brand. A strong brand can, on the other hand, also make the valuation of the target company more difficult due to the fact that it is a subjective asset which increases the overall risk of the company.

With the fast development of Internet and the e-commerce during the last decades, retailers are now introducing online stores. This has been adopted as a common strategy within the industry and the phenomenon seems likely to increase over time. Theory based on brand extension is used in this study to explain the effects on brand attitude and the link with willingness to pay when a traditional retailer introduces an online store. We execute an experimental study in order to investigate the effects where we use the offline- and online channel as well as two brands with different strengths as independent variables. Results show that brand attitude and its link to willingness to pay transfers to the online channel.

Social networks have become an important factor in today?s society. Companies as well as individuals are using these platforms to interact with one another on a daily basis. This phenomenon has mostly been acknowledged by companies on B2C markets where these social network sites are being used to communicate their brand. On B2B markets however, the usage of these platforms have not been as optimistically implemented.

The purpose of this thesis was to examine how to build a personal brand and how to use this brand. The method used was a case study with personal interviews. The persons who were interviewed was Jan Carlzon and Peter Wallenberg Jr, two of the most important persons in the Swedish business industry. The study has shown that the person as a brand creates benefits and can gain opportunities if used in the right way..

The purpose of this thesis was to examine the relationship between brands and music in TV-commercials. We investigated why companies use music in TV-commercials to affect their brands and how music affects the brand?s image. We also investigated how companies choose music genres for their TV- commercials. A case study based on interviews was conducted with four informants from SAAB, Lowe Brindfors, Riviera and Catt & Co.

Brand loyalty plays a significant role in the success of a business through maintaining and retaining relationships with consumers. Despite companies' extensive use of influencer marketing in order to promote and create brand exposure within Generation Z, there is a lack of sufficient research on influencer marketing?s effect on brand loyalty. Therefore the purpose of this research is to investigate how influencer marketing affects brand loyalty within Generation Z. A quantitative research method was conducted by using a survey, whereby 193 respondents within the age of 18-29 participated.

This essay in how to create a brand identity is a result of a case study of the Spanish mobilephone company Xfera and their new brand ?Yoigo?. Our object was to identify the critical variables in the process of building a brand identity. To achieve this we collected data about the company through several interviews with respondents with good insight in the company. The critical variables that we obtained by analyzing the interviews are presented in an empirical driven model.

When discussing nation branding, there are three perspectives that correlate with each other: National Identity, Nation Brand Identity and Nation Brand Image. This thesis explores the nation branding of Sweden, and describe the three perspectives with a focus on Sweden. When comparing how the perspectives are comported with each other, there is the possibility of gaps existing when one perspective does not comport with another. We have compared our empirical material on the different perspectives and looked for possible gaps..

It has become increasingly important for businesses today to create a strong customer loyalty tie between their brand and their customers. In most markets today a lot of companies fight for market share and loyal customers. The increased uses of Internet and Internet commerce have made it possible for companies to create relationships with their customers through their websites. The Internet has also opened up new ways for customers to quickly and easily price compare products on price comparison websites. This means that customers have become more price conscious which has lead firms to fall into a price war with the competitors. The purpose of this paper is to examine brand loyalty in the consumer electronics market and go into detail on how web shop role affects the creation of loyalty to companies that are either a shop or do not have an online store. To examine this, a survey was made online and an interview was made with the President on Salesoogle Niklas Rasmusson. The questions and the interview of the questionnaire focused on confidence in online commerce and physical stores.

Subject: This paper is about Brand Extension and if the process differs when a company extends its brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their private branded mobile phonesPurpose: The purpose of this paper is to analyze how companies use brand extension from service to product as a part of their brand extension strategy.Method: A literature study was done in the brand extension area, but also in the area of brands to have a deeper understanding for the subject. A qualitative study with interviews was combined with a quantitative survey study. On the basis of the theories we could analyze the collected data and fulfill the papers purpose. Results: Important features and differences in services and products were identified and the importance of a strong brand identity before an extension.

Without being aware of it, cognitive processes continuously take place in our heads. We are forced to fill in the information gaps that we meet in our everyday life in order to create an understanding and to form a whole, and that?s where the importance of inference comes in. To create inference implies creating meaning from something that is not explicitly given. Having knowledge about this process offers great possibilities, while not taking it into account may involve risks.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners.