The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

Al Gore may have helped put global warming on the agenda. However, it is not a new subject. Neither is so called green marketing a new phenomenon within branding and communication. As more and more companies establish environmental strategies there exist beliefs that the environmental focus is becoming a triviality, which is the reason for this study. Implementation of words such as ?environmentally friendly?, ?green? and ?global warming? is becoming more and more widespread and frequently used within marketing communication.

Varumärkesidentitet för traineeprogram AcademyI denna studie redogörs för hur ett varumärke är direkt kopplad till sina värdegrunder. Rapporten besvarar hur värdegrunder i en organisation skapas av företagets personal i form av ord som kopplas till företagets varumärke. Metodiken i denna studie har pendlat mellan intervjuer och workshopar. Studiens resultat visar att företagets personal och praktikanter kom tillsammans till tre ord som processats till Academys värdegrunder. Dessa ord är: gemenskap, utveckling och skaparglädje..

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

The purpose of this study was to investigate a group of teenage girls and their relation to clothes by using the theories about habitus and different types of capital by the French sociologist Pierre Bourdieu. We have used semiotics since we also wanted to know what clothes symbolized for our respondents. The questions were therefore:1. How is a group of teenage girls who go to school in Stockholm city influenced by their habitus and symbolical capital in their attitude and relation to clothes?2.

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.

On the behalf of the European commission suggestions were made on how to increase the usage of public transportation in cities in Europe. A suggestion on how to make public transportation more popular was to use more emotions when marketing public transportation. However, according to theory emotional marketing is best suited for products that have a more hedonic character which public transportation does not usually have. The aim of this report was to investigate if emotional marketing could have a more positive effect on the attitude toward public transportation than less emotional marketing. Ads for the metro in Stockholm were made and it was tested to what degree they conveyed positive emotions.

Background: There have been doping usage as far back as as ancient Greece and around the early 1900s started the doping we have today. In 2008 it was 22,000 men aged 15-54 years old who had any kind of experience with doping in Sweden. The problem of doping use are all over the world and to overcome this problem, we need to work across borders.Objectives: The purpose of this study is to investigate whether there is any connection between the use of supplements and attitude to doping. The study is based on the questions: is there any connection between the use of supplements and positive attitude to doping? is there any connection between the use of supplements/doping substances and high training frequency? and is there different use of supplement/doping substances between girls and boys?Method: A survey in form of a cross-sectional study and a waiting room survey was conducted with 63 respondents of whom 57,1% were women.

Denna uppsats behandlar hur varumärken kan förstärkas genom tillämpning av de olika country of origin strategierna. Vi har använt en kvalitativ undersökning av två fallföretag för att besvara vårt syfte. Vi har kommit fram till att företag som tillämpar effekterna av country of origin kan på ett effektivt sätt förstärka sitt varumärke. Brand origin strategin anser vi vara mest lämplig vid ett varumärkes introduktion på marknaden medan country image är en strategi som är hållbar i ett längre perspektiv..

AbstractSAAB has for a long time used user controlled pilot models in ARES. ARES is a simulation tool used in the desktop environment for simulations and calculations of the JAS 39 Gripen fighter and other aircraft. ARES stands for ?Aircraft Rigid body Engineering Simulation?. To work with these pilot models has been both time-consuming and inefficient.

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.

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.