The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding.

This study is about how a swedish brand within the food industry that experiences a crisis following a product failure. It focuses on three areas following the crisis and these are crisis management, recovery strategies and brand management. This study seeks to explain how these areas interact in relation to massive exposure to mass media and how they interact restore the brand's potential loss of reputation. This study was conducted as a case study with a deductive and qualitative approach. The data gathered to this study was mainly based on newspaper articles and complemented with semi-structured interviews with twelve local retailers of the brand..

Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong brand clubs have to put a lot of work into marketing, not only of their own brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger brand and better the marketing communication.

Title:Employer Branding ? Medias Influence on Vattenfall?s Employer Brand (Employer Branding ? Medias påverkan på Vattenfalls arbetsgivarvarumärke) Purpose/Aim:The aim of this study is to examine how a negative media image influences the Employer Brand of the Swedish company Vattenfall. First of all I will examine if Vattenfall have a strong Employer Brand and then if the media image have any influence over the Employer Brand. My hypothesis is that Vattenfall?s Corporate Culture is a big part of the Employer Brand and because of that negative media images has no power to influence on Vattenfall?s Employer Brand.

When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude.

THE ROLE OF TARGET GROUPS IN FEEDBACK EFFECTSBrand extension is one of the most commonly used brand strategies since it reduces some of the risks involved in introducing a completely new brand. There are, however, several challenges associated with brand extensions. One of these challenges is the impact of a new brand extension on the parent brand image, which is known as feedback effect. Feedback effects are the changes in parent brand associations that are caused by a new brand extension, these effects can be both negative and positive. Several previous studies have investigated feedback effects and the antecedents of these effects.

In the field of municipal services there are a wide range of aspects a small community must consider, especially considering that the circumstances in which a municipality operate continuously are changing. The changes include, for example, migration, individual lifestyles, the political governance and environment. Especially the latter might have a big impact on a town based on tourism such as Borgholm. We particularly have taken an interest for how this might affect the internal branding and internal brand communication of Borgholm municipality.Through our research we have found that Borgholm municipality in no particular extent is working with living the brand or any similar concepts. Also, we have found that the success of the internal branding of the organization in a great extent depend on the individuals of the different branches of the municipality?s work rather than on a coherent communication structure which reaches the whole organization..

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad.

Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

The design process of an interaction design student is mostly collaborative and computer oriented. Based on this, it?s hard to believe that we have not yet found a tool that will facilitate our needs. With this in mind, which elements do we need to promote collaboration in a virtual design process? This thesis will include design processes, collaboration, creativity and virtual awareness, amongst others.

AIM This report studies the Swedish vintage store company Myrorna from a branding perspective.METHOD The study has applied the qualitative method where four personal interviews have taken a fundamental ground. The four respondents are taken from different professionals and from different positions by the reason that the brand would be based on a fair assessment. The study is obtaining data that further was collected from the library of University of Gävle, the articles from Emerladinsight.com and remaining pictures- and text materials is taken from the organization Myrorna. The theoretical material have been adapted on the brand Myrorna and then been used to analyze the empirical part. From the general impression that portrays the brand the researcher leads the discussion.RESULT AND CONCLUSION The result shows that the brand Myrorna in some extent do not fulfill the image the brand in the media mediate, between the illusion and the reality there is an empty space according to the research.

The purpose of this thesis is to investigate the two new phenomena; the pricing model Pay-What-You-Want (PWYW) and the launch of daily newspapers in the iPad. A quantitative study was conducted in order to examine what would happen if the PWYW-model where to be used by a daily newspaper for its iPad product, and what this would signal to consumers about the brand in terms of brand association and brand attitude. Furthermore, we have investigated which of these factors that are affecting willingness to pay in this PWYW-situation. Moreover, a secondary purpose was to test the two possible presentations of the digital newspaper in the iPad; Product and Access ? and how the results differed between these two.

This study aims to research how small companies that operate on the Swedish home electronic-market utilize marketing communications to communicate their message. The focus of this study has been to research these companies use of below-the-line activities in their marketing communications. Interviews have been conducted with representatives from each of the three companies Neonode, Jens of Sweden and Tonium, that compose the selection from the population in this study. The use of below-the-line activities in small companies is mainly motivated by lower cost, which suit small company budgets. Below-the-line activities are also used for branding and the creation of credibility among the consumers when the target audience does not yet know the brand.