The rise of social media has put a focus on the division of owned, paid and earned media, where earned media has recently been hyped at the expense of owned and paid media. Due to a novel area we examine the differences and effects of using owned and paid media, specifically for packaging versus newspapers. Owned and paid media showed no significant differences regarding credibility, persuasion and perceived commerciality, which restored owned media?s status, especially since owned media is more cost efficient. The effects of allowing ads for external brands on the owned medium were also studied.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

When a leader changes to a new post in another kind of organisational culture, what happens then? Could a leader use the same kind of leadership when leading different kinds of groups? Different cultures have different needs and ways to handle things and in the end it all comes to situational leadership. Both leaders and theorists claim that the leader must adjust to what the organisation and its members needs. This paper contains an inquiry of how officers have handled their new assignments as leaders in the civilian world of the municipality. The research shows that a former military leader must also be able to lead another kind of group if they change to a civilian career.

Syftet med denna studie är att identifiera styrkor och svagheter i byggandet av varumärket Asea Brown Boveri, ABB i Storvik. Det ska vidare påvisa om varumärket bör ompositioneras i kundernas sinne, och i så fall hur denna ompositionering skulle kunna åstadkommas. Studien baseras på litteraturstudier samt intervjuer med sju externa kunder och två interna medarbetare på ABB. Resultaten visar på tydliga brister i varumärket inom projektarbeten medan de inom ramen för service och reparationer har en relativt stark position på marknaden. En ompositionering av varumärket är därför nödvändig, vilket kan åstadkommas bland annat via utökade resurser och åtgärder inom marknadsföringen..

Title: Globalization ? Meeting a new market Author: Anna Nubäck Supervisor: Anders Nilsson Institution: School of Management, Blekinge Tekniska Högskola Course: Master in business administration, 15 credits (FED006) Purpose: The purpose of this essay is partly to create an understanding of the decision to establish a branch in Japan and especially to look at if and how the Swedish company in this study has adjusted its corporate culture to suit the Japanese market. Method: Data is collected thru a number of semi constructed interviews. A first telephone interview was followed by an interview made face to face that was also followed up by interviews performed over telephone. E-mails have been used to clear and correct collected data.

Title: Brand evolving in identity shaping TV commercial ? a quantitative study of Gevalias commercial movies over time. (Varumärkesutveckling i identitetsskapande tv-reklam ? en kvantitativ studie av Gevalias reklamfilmer över tid) Number of pages: 35 Author: Julia Garellick Lindborg Tutor: Anne-Marie Morhed Course: Media and Communications studies C Period: Autumn of 2010 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose: The purpose of the study has been to investigate in what ways the concept of success is constructed in Gevalia?s TV commercials with the theme ?unexpected visit?. Eight identity evolving variables have been chosen to measure variations in the pattern of the unexpected visit in order to understand the essence of time.

The purpose of this study has been to maintain a deeper understanding of how unestablished, professional musicians can get discovered by the music industry by communication, branding and positioning of their brand at social media.We found that fans have a greater impact on unestablished musicians than we previously thought. They have to create an identity for their brand, keep active on social media and engage their fans. Musical artists must maintain an ongoing dialogue to keep their fanbase, preferably with emotions involved. No fans equals minimum attention from the industry. Uniformity and professionalism is also important, because it evokes seriousness.

AbstractA useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees.PurposeThe purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.MethodologyThe authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees.ConclusionThe conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it?s easier for the employees to understand.

Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market.

Berättelser har sedan urminnes tider fängslat och fascinerat människor men idag är berättelsen inte bara ett sätt att förmedla sagor och fabler utan sker även inom företag och organisationer. Kraften i berättelser har under de senaste decennierna börjat användas inom företagsvärlden för att förmedla berättelser om företag och varumärken. Detta sätt att använda berättelser har kommit att kallas storytelling och är en populär strategi inom marknadsföring idag. Storytelling har blivit ett allt viktigare inslag i marknadsföring hos företag inom livsmedelsbranschen då konkurrensen från inhemska och utländska varumärken har ökat i samband med Sveriges inträde i EU. Syftet med uppsatsen är att ur ett företagsperspektiv undersöka hur företag använder storytelling i sin marknadsföring för att stärka sitt varumärke.

The aim of this study was to understand how social workers deal with honour-related violence, with special focus on the processing from sheltered housing. Our qualitative interviews with social workers that work with this kind of problems show that there are both obstacles and opportunities in the processing from sheltered housing. On the negative side are the loneliness, the shame and the guilt that the girls may experience when they need to leave their families. The social services can both be an obstacles and an opportunity. When the girls need to create a new life in a new city they have a lot of opportunities and in the same time it is hard to get to know new friends when you don´t know the city or have much money.

Brandskydd i byggnader med antagonistiska hot är inte reglerat i svensk lag. Byggnader som kan utsättas för antagonistiska hot med brand som följd kan innehålla samhällsviktig verksamhet, exempelvis ambassader och militära anläggningar. De svenska underrättelsetjänsterna för polis och militär anger att hotnivån för terrorism är förhöjd i Sverige. Myndigheten för samhällsskydd och beredskap har gett Fortifikationsverket i uppdrag att ta fram en handbok för hur byggnader ska göras säkra utifrån den hotbild som finns. Syftet med föreliggande examensarbete är att söka ta fram underlag för hur byggnader kan skyddas mot antagonistiska brandhot.

Olika teorier kring varumärkeshantering och varumärkesbyggande ställs mot empiri och sekundärdata från tre fallföretag som bytt eller ska byta namn. Empirin är insamlad via kvalitativa intervjuer under våren 2006. Fokus ligger på huvudfallet, E.ON, och hur deras namnbyte gått till och vad det fått för konsekvenser på företagets varumärkeshantering. Resultatet diskuteras utifrån överförbarhet och förslag till fortsatt forskning. Det innebär i korthet att ett namnbyte påverkar flera aspekter av ett företags varumärkeshantering bl a såtillvida att arbetet med att skapa varumärkeskännedom initialt intensifieras.

This thesis in social anthropology is based on the essence of Scottishness i.e. Scottish identity and Scottish clans. The thesis intends to raise the meaning of Scottish history for the Scottish identity and to analyse the relation between Scots and Englishmen. It is also meant to study how Geertz and Lewellen?s theories work in the Scottish field.

The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand.