Multi-brand portfolios are characterized by comprising many brands in the same product category. Companies that have chosen to organize their products according to this strategy are facing both possibilities, such as expanding the accessible market size, and challenges such as how to organize the brands, their individual roles and their relation and position to the other brands in the category to maximize revenues. To address these aspects of multi-brand portfolios, I have investigated four product categories where multiple brands are represented at Mölnlycke Health Care, Unilever, Fagerhult and L?Oréal; how the multi-brand portfolios are organized, how the segmentation, positioning and product differentiation are done and what advantages and disadvantages that are associated with this strategy. My conclusions are that multi-brand portfolios can be organized in many different ways and to become successful, they have to be set in relation to the company?s whole brand architecture.

The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging..

Destination branding is becoming increasingly acknowledged by regions working with tourism. Underlying is the fragmented web of actors in the supply chain of which the tourism product consists of. The main purpose of our thesis was, from a management perspective, to gain an understanding and describing how a network and the actors within it can build a consistent brand. We therefore chose to make a case study research on The Kingdom of Chrystal, or Glasriket, which is one of the most famous tourist destinations in Sweden. Our research is based on theoretical and empirical data.

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty.

Den senaste tiden har en mängd samarbeten, eller så kallade co-brandings, mellan olika företags varumärken vuxit fram. Avsikten är att förstärka sitt eller sina varumärken med hjälp av ett annat varumärke som är förknippat med någonting unikt. Hur bedömer man resultatet av denna co-branding? Har det egna varumärket förstärkts eller har det försvagats? För att klargöra detta resultat måste varumärkets Brand Equity mätas. Med brand equity menas det kapital som varumärket representerar.

The purpose of this report is to develop a visual identity and a brand book for the company Yakobs Ram & Reklam (Yakobs Frame and Advertising). To answer the question of how a brand book should be designed for a company that manage several businesses within one brand a qualitative approach including a case study has been conducted.This qualitative method included research on brand building, logotypes, colour, design and typography and interviews with the company Yakobs Ram & Reklam and three representatives from the advertising agencies Anfang and Jerhammar & Co.In order to develop a brand manual for a company with several businesses, the study revealed that there should be a main logo where the secondary logos, consisting of the various components of the company, are linked by colour coding. In addition, the study has shown that the key elements to include in a brand book are the use of the logo, colour, typography, visual style and profile products including brochures and business cards. These findings form the basis of the brand manual and are the result of this work. As the amount of previously known facts regarding the construction of a brand book are scarce, the choice of method has been crucial and the data generated can be generalized and applied to new similar cases.

This paper presents a study of the attitudes and values related to gender young people have. Five people, four women and one male, all about eighteen years old, were interviewed about their attitudes and values related to gender.Although the study is relatively small, the results are compatible with other published studies and indicate that young people, without consideration to their sex, has a very traditional view on gender. The study also indicates that the attitudes seem to be established very early in life. Probably the most important factor to determine the attitudes and values of the child is the parent's opinions. The result show that the interviewed persons did not think their attitudes and values towards gender where influenced by media, TV etc...

The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging..

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about.

Purpose: The purpose of this thesis is to describe the change at Myndigheten and analyze its implementation to identify the employees' attitudes towards the change. The survey of attitudes is important to provide indicators of how they may affect the continued implementation of the process-oriented approach.Research methodology: This thesis is based on both quantitative and qualitative method. Surveys have been implemented on co-workers/employees and an interview has been implemented on a project participant.Theoretical framework: This thesis uses theories of organizations, organizational changes and attitudes.Conclusions: Both positive and negative attitudes are found for the employees and these attitudes are mainly weak. If Myndigheten makes interventions, it can help to minimize the negative consequences that the attitudes may lead to. By doing this the commitment for the change will increase, which is critical for the change to succeed..

The purpose of this essay was to examine the packaging design´s communications related to the colloquially brand's symbolic capital and how they became meaningful through experience and perceptions that led to the identification processes in the consumer society. There were eight interviews of snuff users who became my main collections materials. My theoretical framework was discourse psychology´s emphasis on language and Bourdieu´s concept provided important tools in the analysis of the material.I could highlight that packaging design and the brand had influenced the informants and given them symbolic beliefs and what it meant to sniff a certain brand. Color, brand awareness and price were crucial in choosing where the informants attributed themselves the cans symbolic values to their identity. It could be inferred high and low status perceptions based on stereotypes in the design itself..

Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-branding partner in order to use co-branding as a strategic brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Marketing, Strategic Alliances, Affinity Partnering, Co-Branding, Consumer-Brand Relationships Empirical data: Interviews with expert consultants and company representatives (adidas, BMW, BMW MINI, Diesel, H&M, Opel, Philips, Sharp, Volkswagen) Conclusion: Partner selection depends decisively on the different co-branding aims and incorporates the crucial step when using co-branding as a tool for strategic brand activation. The co-branding aim and the corresponding partner lead to various types of relationships, which, in this study, are anthropomorphized to connect the world of marketing and branding to real life. Fashion and design brands have proven to be particularly eligible as co-branding partners for brand activation due to their innovative and trend-oriented nature..

Uppsatsens huvudsakliga syfte är att öka förståelsen för hur varumärkeskapitalets dimensioner påverkas av en nedåtgående vertikal brand-extension. Med en kvantitativ metod och en experimentell undersökning, med 440 svarande studenter, har vi belyst området. Experimentet baserades på en fiktiv lågprislinje för ett starkt varumärke inom dagligvaruhandeln, i vårt fall Uncle Ben?s. Den teoretiska referensramen kommer från områdena varumärkeskapital och brand-extension.

Authors: Tobias Nilsson & Vedad LjeljakSwedish title: A case of a football club?s brand. En fallstudie om en fotbollsklubbs varumärke, ?Kall hjärna, varmt hjärta och rena händer?AbstractPurposeThe purpose of our study is to understand brand building of a Swedish professional football club. MethodThe method that has being used in the essay is a qualitative study where we have used semi constructed interviews to create a deeper understanding for brand building in a football club.

AbstractTitle: External communication and brand strategies in Swedish municipalities? Author: Philip Hagne & Einar Svensson? Tutor: Jessica Gustafsson? Purpose: The aim of this thesis was to study and obtain greater understanding on how Swedish municipalities use external communication and branding strategies to gain and attract more residents. The key questions to be answered in this thesis were: What does the external communication look like in the selected municipalities? Are the selected municipalities trying to establish their own brand? What does the work on creating the brand look like??Method/Material: This thesis is based on material collected trough interviews with people working with external communication in eleven swedish municipalities. The selected municipalities where divided into two groups based on their negative or positive population growth between 2005 and 2012.