More and more companies open up facilities and stores in countries all around the world. Entering a new country means a new culture, a new language, different norms and values and new people with a different way of thinking unlike what you are used to. In order to survive and be successful in this new country means that you have to adapt to the new culture and its components you encounter.The purpose of this thesis has been to identify possibilities and barriers in the Middle Eastern culture affecting international clothing companies. Furthermore it has been investigated how these companies must adapt their products and promotion to this culture.In order to obtain relevant data for achieving the purpose of the study interviews and observations was made at three international clothing companies in Tehran, Iran. These were Mango, United Colors of Benetton and adidas.

First time labelling occurred was when animal owners marked their cattle in order to distinguish the differences. The need for labelling was added when the trade had expanded during Roman times in order for the customers to know who manufactured their craft. Trademarks are characterized as a way to distinguish one's own product or service from someone else. The marketing purpose is to create an identity. The brand has an important role as an effective competitive tool for businesses.A brand can have many different functions, which will simplify a customer's decision making process in selecting a service or product.

Talented and committed employees are important resources for a company?s competitiveness. With the escalating competition for competent employees, a strong employer brand has come to play an increasingly important role as a means of attracting employees with a desirable profile. In this study, brand theory is applied to the results of a quantitative study of students? evaluation of an attractive employer, in order to identify the factors which explain why certain employers are perceived as more attractive than others.

This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability.  In today?s market, IT has a major impact on the clothing business.

The aim of this thesis is to analyse and problematize the concept of culture and its changes during the 1960s. By examining articles out of the periodical Ord&Bild 1962-1972, I show how an aesthetically marked concept, closely related to the concept of art, changes into an anthropological perspective where attention is drawn to the social, economical, political and ideological aspects. This change is viewed in relation to the works of three prominent cultural theorists from the 1960s: Raymond Williams, Marshall McLuhan and Herbert Marcuse.The change that the concept of culture undergoes can be illuminated in several ways. Epistemologically questions of art, its objectivity and relation to reality, are replaced by questions of the function of art and of its role as reproducing ideas and norms of a bourgeois society. Economical and social aspects are used as critical factors in discussing the role and conception of culture, a perspective that gives the discussion a political and ideological edge.

AbstractAuthors: Agnes Källén & Amanda RedinTitle:Level: Bachelor of JournalismLocation: University of GothenburgLanguage: SwedishNumber of Pages: 39With this study we aimed to answer the following questions: has the amount of brand exposure on the Tv4 show ?Nyhetsmorgon? increased between the years 2008 and 2013? And if so, how can the increase be explained by well-recognized research in the field?The media industry is changing toward an increasingly commercial content. In television, this change is mainly caused by the growth in shows watched on the web and through time shift, which is the act of watching something on a digital video recorder, or DVR. This gives the viewer the possibility to fast forward through the commercial breaks, and therefore forces the networks as well as the advertizer to find new ways to reach consumers. Hence the plausible growth in product placement and brand exposure.

Swedes and Swedish Culture are controversial political subjects in Sweden. The definitions for Swedish culture are very vague and what is the answer to the question: Who can be called Swedes? It has been debated in Sweden more since Swedish Democrats crossed the four percent threshold necessary for representation in the Swedish parliament. Swedes or Swedish culture on a large internet forum with 2 million visitors per week called Flashback forum is material for this thesis.Flashback forum has currently more than 50 million posts published and has more than 970 000 users. Flashback forum is more and more often mentioned in Swedish media.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity.

The aim of this essay is to examine fan culture?s role in Swedish public libraries. I have interviewed, via email, six librarians who encounter and use fan culture in their daily work. The theoretical elements of my essay are based on a modified set of theories by Dorte Skot-Hansen that identifies six ideal types of cultural political rationalities. My study reveals that fan culture is used in Swedish libraries as a tool in increasing user participation in library activities.

Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

The purpose of this study is to examine how a particular niche in tourism can attract international visitors to a certain destination. To do this, the Swedish food culture was used as a tool to find out how it is marketed to attract international visitors to Sweden. International visitors today wants to find destinations with a rich culture, authentications and traditions to get closer to the destinations identity. The study examines how three of the biggest companies, who works with the promotion of Sweden to an international audience, using the Swedish food culture as a marketing tool. We find that the visitor would like to get closer to the Swedish identity, which the Swedish food culture helps with..

The aim of the essay was to describe what some young Swedish and Spanish people had to say about alcohol cultures. Some of the questions asked were: How are the alcohol cultures in Sweden and Spain described? What are the differences, and where do they come from? What would an ideal alcohol culture look like? The investigation also had a comparing angle, as I was interested in what the people valued in their own culture and in the others´. The result was that there hardly exist a perfect alcohol culture, but that the stricter Sweden as well as the liberal Spain both have positive and negative aspects. Differences in politics and culture seem to create variations in a society´s drinking customs.

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..