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.

I denna studie studeras brand equity och dess påverkan på köpbeslutsprocessen. Hur påverkar brand equity köpare? Vilka steg i köpbeslutsprocessen påverkas? Genom att studera detta kan säljande företag få en ökad förståelse för hur köpare resonerar vid inköp, vilket kan användas när de ska utforma effektivare säljstrategier. Dessutom kommer beslutspåverkande roller att studeras för att resultatet ska bli mer praktiskt applicerbart då det ofta är flera individer som är inblandande när företag ska genomföra inköp.Studien har en kvalitativ ansats med semistrukturerade intervjuer som grund för att studera vilken betydelse varumärken har under köpbeslutsprocessen i byggbranschen.Intervjuerna har genomförts med sju individer som är ansvarig eller haft en stor roll vid inköp av maskindrivna handverktyg på sina företag.Det resultat som studien kommer fram till påvisar att brand equity har betydelse. Ju starkare ett varumärkes brand equity är desto mer påverkan har det på köpbeslutsprocessen.

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.

SFEHA project about a clothing brand and a new kind of showroom that looses it´s structure during the process.But managed to find the core and produced a personal mirror of prints for a greater cause.Sfeh is the brand with quality and humor in focus and the will to push the boundries. With prints based on free drawing and smart thinking as it´s essential base.The project resulted with a various collection with mostly T-shirts but also textile gloves and bed sheets..

In this report listed buildings, according to the Swedish Heritage Conservation Act, have been studied with a focus on cases where economical compensation has been given to the owner of the building and cases where the listing of the building has been appealed by the owner. In order for a building to become listed it needs to be particularly valuable from a cultural and historical standpoint. The listed buildings are protected through a list of regulations that determines which parts of the building can or cannot be changed, what methods and materials should be used for changes and repairs, and how the building should be maintained. These regulations should as far as possible be formulated in agreement with the owner, but a building can become listed against the owners will. To decrease the damage this causes the owner he can in some cases have the right to economical compensation. There is also a possibility for the owner to appeal the listing of the building.

Sportindustrin blir alltmer marknadsdriven. För att kunna bedriva effektiv marknadsföring blir det allt vanligare att strategiskt arbeta med att utveckla varumärken, brand management, som man använder sig av för att genom olika kommunikationskanaler attrahera konsumenter. Många av Sveriges specialförbund arbetar idag konkret med sport brand management. Svenska Ridsportförbundet (SvRF) har inte tidigare arbetat med sport brand management varav syftet med denna uppsats därför är att påbörja en varumärkesutveckling genom att identifiera och beskriva SvRF:s varumärke från ett internt perspektiv samt undersöka hur förbundet genom sport brand management kan utveckla verksamheten.  Uppsatsen bygger på en fallstudie med en kvalitativ innehållsanalys som inkluderar semistrukturerade intervjuer med anställda på förbundet. I empirin presenteras SvRF:s erbjudande, varumärke och verksamhetsmål samt några av de viktigaste faktorer som påverkar ridsportens utveckling.

Academic research indicates that critical publicity can have a detrimental effect on brand attitudes. The negative effects have been showed to be buffered by cognitive bias elicited by strong favourable attitudes, commitment, brand certainty and brand identification. It has been proposed that the influence of such bias in a news reporting context should be studied, something that also is interesting from a brand perspective. The study therefore investigated whether a well-publicised scandal in one period can lead to increased critical publicity in the coming periods. A case study of Swedish grocery chain ICA was conducted.

The theory that concepts that are interpreted subjectively in building care creates problems in how the concepts are defined in practice within the current governing documents and guidelines for building care. This essay has studied concepts in the building maintenance literature to investigate whether there is consensus in compliance practice within the building process. In the study, 9 concepts have been investigated through conversational interviews and questionnaires answered by practitioners with extensive experience in building care processes. In the survey, an attempt is made, to measure how big or small the consensus is between practitioners who often need to collaborate within the building maintenance process. The investigation shows that existence of the concepts in building maintenance is very common in the theoretical literature examined but is almost completely absent in the craft area. Since laws, regulations, principles, and guidelines have defined concepts to support the decisions in the building maintenance process, it can be concluded that there is a lack of practice for compliance.

The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden).

To succeed, a word that can be interpreted in many different ways. In this thesis the authorshave highlighted the word succeed with success. There has been a case study of twocompanies, which managed to penetrate a competitive market which is still under expansion.These brands are popular and maintain a high standard. Boomerang and Vagabond are twoSwedish companies which not only managed to penetrate the Swedish market, but also aninternational market. These are two Swedish companies which started from scratch as anyother company.

Bakgrund: Brand personality beskrivs i litteraturen som den uppsättning avpersonliga egenskaper som beskriver ett varumärke, genom att försevarumärken med mänskliga drag kan konsumenten lättare relatera ochknyta an till sina egna preferenser utifrån sin egen karaktär (Aaker 1997).Det var år 1997 som forskaren Jennifer Aaker (1997) kom med denförsta definitionen om brand personality, som följde "the set of humancharacteristics associated with a brand" (Aaker 1997, p 347).Syfte: Syftet är att förklara hur Aaker?s (1997) modell brand personality ?thebig five? kan revideras för att passa till den Svenska kontexten.Forskningsfråga: Vilka dimensioner i modellen brand personality ?the big five? (Aaker,1997) behöver revideras för att appliceras i en Svensk kontext?Vilka personlighetsdrag och dimensioner är unika för den svenskakontexten och behöver därmed adderas till brand personality modellen?Metod: Denna studie har antagit en abduktivt angreppssätt, där tidigareforskning om brand personality har varit utgångspunkt. Författarna toggrund i befintlig teori med avsikt att testa modellen ?the big five? skapadav Aaker (1997) empiriskt i en ny kontext. Till studien tillämpadesfokusgrupp (förstudie) och enkät.Resultat och slutsats: Genom studien var det möjligt att fastslå att Aakers (1997) ursprungligamodell brand personality, inte var funktionell i den kontext som studienämnar.

Spectacular buildings and categorized districts are becoming more common elements in cities. In many cases, they are the result of city branding, which means choosing a city image and dealing with it like a brand to profile and compete against other cities. This essay study what impact on and roll in urban planning the trend might have. The first part relies on literary studies and describes what has been written about city branding. The globalization, the experience economy, urban management, urbanization and the theory of the creative class are pointed out as driving forces of the popularity and the spread of city branding.

The purpose of this study is to understand and get increased knowledge about what it means to see artists as brands. What are the typical assets and what kind of advantages and disadvantages are distinctive when it comes to applying a brand perspective on artists. Brands are an important part of our lives today, and the benefit of seeing a company as a brand has made that not only big companies are interested in building brands. Beyond companies even persons now want to become brands. The new perspective in seeing persons as brands is interesting and something that made us curious to investigate.