Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can?t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance.Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford?s own commercials.This doesn?t hold true for all companies.

At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ?good? advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does.

The purpose of this study is to identify and make attitudes among social workers towards homosexual and bisexual people visible, examine how these attitudes relate to their actions in their professional role and how these attitudes and actions can be understood by theories of heteronormativity and power. The study is a cross-sectional quantitative survey in the form of a questionnaire completed by social workers. The result shows that there are two groups among the social workers. One larger group that reproduces a norm of acceptance toward homosexual and bisexual people and one smaller that reproduces a heterosexual norm. This reproduction of heteronormativity increases the risk for homosexual and bisexual people to be made invisible and treated more negatively in contact with social workers, which in turn can lead to worse health among the clients..

It is a common view that companies should focus on building brands to increase profitability and stabilize cash flows. However, building and keeping brands alive is costly. Many firms spend large sums on branding only because they are supposed to, without knowing if they will actually gain from it. Up to date, there is limited convincing evidence that branding actually contributes to shareholder value creation. This thesis aims to investigate the relationship between brand strength and profitability and shareholder value.

This is a qualitative and hermeneutic study where I describe, analyze and interpret four Swedish teachers' perceptions of the importance of writing as a way of acquiring knowledge. The purpose is to highlight attitudes to writing and their impact on the teaching practice. The theoretical background discusses the autonomic aspects of scripture and pedagogical positions concerning writing instruction. Results show that the teachers teaching positions can be traced back to their approach to writing. However, in this study, it is difficult to tell exactly what these consequences are because the approaches of the teachers? are similar.

Attitudes towards violence were assessed using both implicit (The Single Category Implicit Association Test; Karpinski & Steinman, 2006) and explicit measurements (a Feeling Thermometer). A group of criminals showed more positive explicit and implicit attitudes towards violence than a group of non-criminals. In addition, The Aggression Questionnaire (Buss & Perry, 1992) revealed significant differences in aggression between the groups; criminals' mean scores were higher on all four subscales (physical aggression, verbal aggression, anger and hostility). Furthermore, significant correlations were found between all the measures, including the implicit and explicit attitude measures. The findings support the validity of the SC-IAT as an implicit measure of violent attitudes.

Graphic profiles are a part of companies? brand expressions. The graphical values reflect the brand values the business wants to convey. They consist of different graphic elements such as logo, company sign, colour schemes, templates, rules, fonts, pictograms, formats and references to how different graphic elements should look, for example, business cards, signs and materials for websites. This thesis aims to examine why firms choose to replace their graphic profiles by studying their underlying motivations.

AbstractTitle: The constant change - A comparative study of profit companies and nonprofit organizations' brand management through social mediaAuthor: Agnes Nobel & Matilda VallgrenTutor: Daniel LövgrenPurpose: The purpose of this thesis was to study profit companies and nonprofit organizations? branding and strategic communication on social media. If social media has supported with new interaction with stakeholders and hence affected the branding work. Also if there are any differences between profit companies and nonprofit organizations.Method/Material: The method that is used in the article is a qualitative research. The research is based on conversations interviews conducted with eight organizations, four profit companies and four nonprofit organizations.Main results: The main result showed that all organizations are actively involved with social media in their strategic communication when in order to increase the interaction with stakeholders and thus strengthen their brand identity. It turned out that all organizations have not adapted the brand to social media, but worked with the organizations values ??and only applied the trademark on social media.

Background: Accounting of intangible assets have increased during the last years which have created a debate about if trademarks should be accounted as assets with the uncertainty of the value in mind. Valuation and accounting of trademarks are of interest for accountants and investors. These should be able toget information about the assets that are of importance for the company. A solid brand can be of great value for a company, which should be accounted for. Purpose: The purpose of this master is to examine the function of the brand in the different companies in the study and map the definitions that the different companies have of brands.

The European bison is a species which is no longer present in the wild fauna of Sweden. Reintroduction has been proposed in several different forums. Reintroduction is an attempt to reestablish a viable population of a species in an area to which it is native. To make such an operation successful in the long run it is essential to know the attitudes of the stakeholders involved. This study has sensed the attitudes towards reintroduction of European bison to Sweden.

Syftet med denna uppsats är att studera företaget ÅF:s employer branding-arbete, närmare bestämt samverkan mellan ledningen, HR-avdelningen och marknadsavdelningen.Uppsatsen är av kvalitativ fallstudiekaraktär ochämnar utveckla teori genom en kombination av en deduktiv och induktiv undersökningsansats. Insamlad data är baserad på intervjuer medrepresentanter på ÅF.Sammanfattningsvis har vi kommit fram till att ÅF:s samverkan inom employer branding-arbetet i stort överensstämmer med den teoretiska modell som presenteras. Det finns en huvudsakligen god samordning av ledningens, HR- och marknadsavdelningens samt employer brandmanagers aktiviteter som syftar till att stärka arbetsgivarvarumärket. Dock finner vi en diskrepans mellan ÅF:s och litteraturens definition av begreppet samt en allt för stor fokus på de externa aktiviteterna som en följd av employer brand managers starka band till marknadsavdelningen..

Personal branding is a common phenomenon within the Swedish business world, although less applied on the competitive and fast paced music industry. In order to strengthen Swedish artists' personal brands and to ensure congruence between the artists' presented identities and the target audiences' perceived images, we have developed a model, containing of seven essential factors. The seven dimensions authenticity, credibility, certainty, openness, availability, awareness and timeliness help improve strength when communicating brand identity, as well as minimizing potential discrepancy between identity and image. This report examines the brand strategies within the Swedish music industry through a case study of Sweden's largest pop star, Eric Saade, where Team Saade's communicated identity is compared to the targets audience's perceived image of Saade. Overall, Saade's personal brand has a high level of congruence, except from the clarity dimension, where his words are considered differing from his actions.

There are many eco-brands on food products. It can be confusing for the consumer to know which one to trust or choose and since July 2012, there is an EU law and a mandatory EU organic label that must be displayed on all food products marketed as organic, eco or bio.Organic brands from a consumer perspective have previously been studied in England. This is a similar study in the form of focus groups, to explore and examine how consumers perceive and trust organic brand or labels in Sweden. It also explores which knowledge consumers have regarding why a product has an organic brand and what it means.The study shows that consumers perceive organic brands by brand recognition rather than knowledge regarding what each label means. It also shows that the consumer is confused by and skeptical to the wide range of markings and symbols on organic food products.

This essay examines whether feminist theory can give a plausible answer to the question: does female and male students have different attitudes towards the labour market and towards wages? Further more, I examine if factors such as class and ethnicity affect student's attitudes. These questions are investigated through a quantitative study of students at four educations on two different universities in Sweden. Two of the educations have a high degree of female students, and the other two represent educations with at high degree of male students.The main conclusion is based on the quantitative research results. Female and male student's attitudes are similar in some cases.

Aldrig förr har den svenska konsumenten varit så hälso- och miljömedveten. Ett resultat av detta är att fler mervärdesmärkningar har dykt upp på våra butikshyllor. En av de mest kända mervärdesmärkningarna inom ekologiskt producerade varor är i dagsläget KRAV-märkningen.Syftet med denna uppsats är att undersöka om Uppsala Universitets företagsekonomistudenters attityder gentemot KRAV-märkta produkter stämmer överens med den bild som KRAV vill förmedla. Studenterna har fått ange vilka produktattribut de anser vara av störst vikt vid livsmedelsinköp, vilka sedan har jämförts med hur väl de anser att KRAV uppfyller dessa. Genom detta har vi kunnat urskilja en generell attityd hos studenterna gentemot KRAV-märkta produkter.Resultatet visar på att studenterna har en positiv attityd gentemot KRAV-märkta varor.