Den ökade betydelsen av att som företag ha ett starkt varumärke för att synas på marknaden har inneburit att det läggs ner allt mer tid och resurser på varumärkeshöjande aktiviteter inom företagen. Den växande virtuella världen och den ökade handeln på Internet har i kombination med vikten av ett starkt varumärke skapat en komplicerad situation. Vagabond är ett svenskt varumärkesproducerande skoföretag som har ställts inför de möjligheter och svårigheter som den ökade Internetanvändningen har inneburit. Expansionen genom försäljning via återförsäljare på Internet har inneburit att svårigheterna med att kontrollera hur varumärket framställs på olika sidor på Internet har ökat. Den totala skokonsumtionen har ökat de senaste åren och konkurrensen på skomarknaden har blivit stor, vilket bidrar till att vikten av att sticka ut blir allt större.Syftet med vår studie är att förklara hur det varumärkesproducerande företaget, i vårt fall Vagabond, arbetar med att framställa och bevara sitt varumärke och vidare hur de Internetbaserade återförsäljarna resonerar kring sina produkters varumärken.

Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of this essay is to analyze theories about positioning that will create an image of the positioning process, which we later on shall benchmark with other companies way to position their brand. By this, we want to obtain a well-documented work on how Luma Metall AB should work with the positioning on its brand in the future. This essay is based on a qualitative method that is characterized by an abductive approach. The empirical materials we have gathered through interviews with 5 selected persons that are well experienced on the subject have given us important information. We have come to a conclusion how a small company in a B2B market can position itself.

Background: Patients with borderline personality disorder represent a large group in healthcare who are struggling with painful emotions in life. Caring should be based on strengthening health processes by focusing on the patients, but research made by the patient's perspective has shown that this population rather felt that their health processes was counteracted, than promoted. The patients felt that the nurses displayed a negative attitude towards them. Attitudes are defined as a system of values, emotions and actions towards others. Aim: the purpose of this study was to highlight the attitudes and experiences of nurses towards caring for people with borderline personality disorder  Methods: A study on the literature based on nine scientific papers was performed. The articles have been analyzed, systematically coded and compiled into a new unit. Results: This study shows that nurses have an overall negative attitude towards patients with borderline personality disorder.

A crisis situation that has been more commonly occurred in the industry of conveniencegoods lately is the product related crises which thereby has become a challenge for everymarketer to handle. As the negative publicity tend to enlarge the crisis and spread to thecategory as a whole, it's not only important to have a crisis management to handle crisesconcerning the company itself. But also to be ready to make the best out of the situationwhere the company is threatened to get infected by the negative effects caused by acompetitor.When companies get the chance to make a response on the negative publicity on theircompetitor, as well as the category, through media, the question is - shall they act And howshall they act Which response is the most effective to send out to get out of involvement, notget infected by negative spill over's or even - to make the valenced comparison a way togenerate positive effects and gain market share The purpose of this paper is thereby to find the optimal strategy for an organization in theindustry to handle their competitor's crises through a pronouncement in media. Anotherpurpose to address is whether the brand strength is moderating the effects from the differenttypes of responses tested in this study. This purpose aims to find guidelines depending onthese moderating effects.The paper commodiously, strongly supports that there are beneficial effects to be generatedfrom making a response in either positive or negative direction in oppose of actively choosingnot to make a pronouncement at all.

The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company?s choice of green strategy.

Syfte: Uppsatsens huvudsyfte är att kartlägga och beskriva hur modebranschen förhåller sig till fenomenet kopiering. Genom att kategorisera olika attityder gentemot kopiering samt de aktörer som står bakom attityderna, analyseras även varför vilka aktörer har specifika attityder kopplat till fenomenet.Design/Metod/Ansats: Uppsatsen presenterar, med hjälp av kategorier, de attityder och aktörer som är representerade i debatten om kopiering. Ett urval har gjorts i fråga om vilka media och texter som ska analyseras i ramen för studien. Dessa texter har sedan analyserats så till vida att kategorier av attityder kunnat identifieras i texterna. I ett andra steg har de aktörer som står bakom de identifierade attityderna kategoriserats.

The North-American sociologist Michael Lipsky has characterized social workers as street-level bureaucrats with a substantial discretion in the relationship between the welfare state and its citizens. Within Lipsky´s theoretical framework social workers appear as a powerful group that socializes the citizens to uphold certain expectations towards the welfare state and its (re)distributional programs. From this point of view, it is important to learn more about social workers and the attitudes they express towards the welfare state. The aim of this study is to analyze how the welfare-political attitudes of future social workers are affected by their social background (e.g. class background and ancestral homeland).

This investigation is about how teachers in school can motivate and create interest for science among younger children. Teachers were interviewed about attitudes to their subject and how this affects their lessons.I have also tried to find out, both by interviewes but also by studying litterature, what the most important thing is to teach in science, which knowledge is necessarry in the future and why.My result indicates that teachers find science both interesting and important but at the same time they also think it is a difficult subject to teach even if they are educated. Both the litterature and the teachers in my study agree that knowledge in science gives us a chance to ask questions, take stands and solve problems and that this knowledge is important for us in our future..

This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new.

Purpose: The purpose of this study is to investigate whether there is a correlation between attitude andbuying decisions of consumers regarding certified coffee. The study will examine whether marketsurveys measuring consumer?s attitudes, is a good method for predicting a purchasing decisionsregarding certified coffee.Method: To study consumer attitudes towards certified coffee, we have implemented a web-basedsurvey at Facebook. A total of 108 responses were recorded. To complement the Facebook study wehave conducted three surveys on persons who are customers at ICA.

In these days of globalization, with a higher level of openness and interaction over geographical, cultural and economical borders, the importance of the company?s intangible asset, its brand, is gaining importance as a differentiating factor. Building a strong brand and the emphasis on strategic brand management is something that before was given less attention in firms but today we can see a general increase in awareness and relative emphasis in the strategic work of companies.Countries as brands: Is it possible to consider a nation or a country as a brand the same way you consider a product? Well, looking in to the subject it seems to be a rather complex matter and there are many questions to be asked and answer. Nations around the globe are indeed marketing and positioning themselves for several purposes.

The purpose of this paper has been to study the relationships and attitudes of a few teachers and librarians as to their co-operation in a combined public and upper secondary school library and to find out what circumstances there may be to exert an influence on their work. The paper has been based upon qualitative interviews with upper secondary school teachers and librarians as well as on studies of literature relating to our issue. We believe there may be different approaches to the learning process, as these are the relations and attitudes of two professions from different trades. That is why our point of departure has been Roger Säljö's theory about learning and, in our analysis, a few of Jean Donham van Deusen's ideas of joint planning and flexible timetabling. All respondents agreed that co-operation could be better, but the teachers were of the opinion that it must not interfere with their time.

The wild boar (Sus scrofa) is since its recent establishment and increasing density a controversial species in Sweden. But the attitudes towards the wild boar are poorly documented so far. To improve this knowledge, a questionnaire was sent out to chosen people (n=400) connected to the management and/or land use activities. The study got 162 replies (reply frequency 40,5%) and the results show varying attitude trends among organizations and individuals, with some aspects coherent within groups and some not. Farmers and their organization showed the most negative attitudes towards wild boars, which was expected due to the practical and economic problems they suffer from this species. People involved with forestry were more positive to wild boars, probably because the species does not affect forest growth etc severely, and may even promote plant establishment by the rooting.