Goal: To describe which evaluation method is used by Swedish retailers to assess a potential retail location and to describe to what extent the retail brand effects this strategic decision. Design: Analysis of ten interviews with companies within five retail sectors in Sweden. Main study: Indication of what methods are used to evaluate a location and how a company's retail brand affects the decision. Results: Retailers use a mix of theoretical methods to evaluate the location attributes and possible profit. Most common among mixtures was an application of the analog method, residual method or the checklist method in combination with a financial assessment.

Is there such a thing as unadulterated nature? All that surrounds us is culturally modified by man somewhere along our past. But culture is only a fictitious conception itself, created in an attempt to break the world into controllable objects.So in what do we find culture? In everything? In the objects or the stories they embrace? Who chooses what?s worth saving and how to save? Choosing what is culture is made from personal, ingrained dichotomies of what?s important and what is not. A selective eye creates a distorted truth, which could have unintentional long-term effects.This thesis will give a historical account of the archaeological discipline?s development in tending to our cultural heritage.

Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions.

Employer branding (som kan ses som ett företags arbetsgivarvarumärke) är ett begrepp som det under det senaste decenniet riktats mycket uppmärksamhet mot och i denna uppsats undersöks hur ett företags önskade interna employer brand överensstämmer med uppfattningen de anställda har om företaget i fråga. För att undersöka den interna uppfattningen har en kvantitativ undersökning genomförts i form av enkäter som sedan kompletterats med en kvalitativ undersökning bestående av intervjuer för att på så sätt få en djupare förståelse. Företaget som undersökts har nyligen tagit fram nya Brand Ideals som ligger till grund för deras önskade Employer Brand. Den empirska datan har tolkats utifrån de teoretiska begreppen ?värde & värdegrund?, ?företagskultur?, ?varumärke? och ?employer branding? samt tidigare forskning.

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company.

The purpose of this thesis was to study the importance of an artist?s personal brand from a record company and artist management perspective. We also aimed to investigate how these companies work to create and maintain an artist?s personal brand. The study conducted was a case study based on interviews with staff members of a major record company, Universal Music AB, and an artist management, United Stage Management Group AB.

AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

The aim of this essay is to investigate and evaluate the arguments made by municipal politicians in Ulricehamn, regarding the planned Knowledge and Culture Centre. A part from the search for these arguments, I also investigated the attitudes among politicians regarding municipal culture investments in general. I furthermore investigated whether any national, regional, or local culture-political strategies were important in the local debate. The time frame within which the local political culture debate was investigated was from 1997 until present time 2002. The investigation methods used were partly a study of official documents such as political protocols, two articles from the local newspaper, and a clean copy from a web chat, and partly a qualitative study I sent a question regarding the planned Culture Centre to every political party active in the Ulricehamn municipal assembly.

This thesis examines art exhibitions, literature events and music events in public libraries in Sweden. The aim is to study which event occurs most in the libraries in Sweden. I also examine who takes responsibility for the events, who the libraries engage, how much the events cost, and how often the libraries have the events. I also study Swedish cultural politics in purpose to see if the libraries follow the aims and directions decided by the Swedish government. One aim of the Swedish culture politic is to give every citizen in Sweden the same possibility to experience culture, no matter where they live.

AbstractTitle: Brand identity vs. Brand image ? a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the brandsidentity comport with the brands image. Ultimately the study will establish whether or not thebrands can be considered as strong brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group.

The purpose of this paper is to investigate the existence of the discipline Design Thinking in a project that aims to strengthen Sweden as a brand. The study will generate knowledge about Design Thinking, with the purpose to increase the understanding of how the discipline can be used as a strategic tool in the processes of strengthening Nation Branding. The authors have used a descriptive and qualitative approach where the Shanghai World Expo in 2010 was examined. The theoretical framework contains previous research in the field, data has been analysed in relation to Lockwood's ten principles of how an organization can become more design-minded and Anholt?s hexagon, which features the parameters that creates a country's Nation Branding.

Social media provides, as many points out, new possibilities for marketing. Marketing in social media requires a two way communication, rather than the traditional marketing where the communication model is typically sender ? receiver.To create a marketing campaign that is suitable for a two way communication model has its difficulties and risks as well as its opportunities. Opportunities in the sense that the campaign can become a viral, a Word of mouth and create a Buzz, which will reach potential customers, to a bigger quantity for lower costs, with a message that will make a different impact from the types of commercial messages we are used to. Risks in the sense that the message, if not properly aimed and phrased, can be turned overnight into something that humiliates the company and possibly harm its brand.The difficulties in creating such a campaign is to create something that will catch people?s attention, discuss and forward it, while at the same time avoid getting hurt.We aim to describe the internet from a cultural context, and from that point of view explore the types of misunderstandings which often seem to happen when a corporate message is created and sent out in social media, how to avoid putting the image of a company in danger when doing this, and examine if there is ways to know how the message will be received.

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.

This thesis explores how remote work impacts organizational culture and identifies leadership strategies that can preserve and strengthen the culture in a remote work environment. By employing a theoretical framework related to organizational culture, remote work, and strategies, along with a methodology based on qualitative interviews, the study aims to fulfill its specified purpose. Theories such as Schein?s three levels of culture and McKinsey?s 7S Framework are applied to understand and analyze the collected empirical data. The empirical data, presented through four themes, is based on respondents? experiences and opinions regarding remote work can lead to reduced social interaction and sense of belonging, but strategic digital initiatives and adaptive leadership can help maintain organizational culture despite the lack of physical presence.

The purpose of this study is to examine what characterizes brand identity and positioning regarding festivals on the current Swedish festival market. In relation to our purpose we are also going to analyze how festival attendees relate to a festivals brand identity. Our research question is as follows:What characterizes festivals brand identity and positioning on the current Swedish festival market?This study has been written with a qualitative research method and an inductive approach. Our empirical foundation is built on a rich content based on personal interviews.