The aim of our thesis is to study and analyze the components and features a brand should have to provide a solid foundation for brand building. Furthermore, we show how brands can make use of trends in a brand establishment.This paper is written from a qualitative approach. Through both structured and semi structured interviews, we obtained valuable information from our respondents. Our frame of reference and empirical foundation are linked together through an abductive approach which has resulted in our analysis and conclusions.A trend brings with a set of emotional characteristics, which companies can?t influence but must adapt to.

A multivariate cross-sectional model is used in this thesis to proxy for expected earnings and to estimate return on equity for 214 companies over the period 2009-2013, using Swedish data. The model, which has never been tested on Swedish data before, is first confirmed to function as a forecasting model for expected return. Furthermore, the model is evaluated through a comparison with two univariate models based on the assumption that return on equity follows a mean reversion process. Forecast accuracy is calculated as the difference of estimated returns and actual returns. The results show that the univariate models' forecasts are superior to the multivariate model's..

Background: Associated with the change in the regulations in 2009 concerning how goodwill should be handled in the acquisitions, brand valuation is increasingly recognized. Goodwill will now be identified and the brand will therefore be separated to be individually evaluated. The valuation has a problem with a number of factors that will influence the choice of method, to obtain a reliable value Aim: The purpose of this study is to examine the method used for brand valuation associated with the acquisition situations. In addition, it aims to gain a better understanding of brand valuation and its problems.Method: The study has a qualitative basis, where three key people of brand valuation have been interviewed. These work as valuation specialists at various accounting firms, this to get answers that could be compared.

Multi-brand portfolios are characterized by comprising many brands in the same product category. Companies that have chosen to organize their products according to this strategy are facing both possibilities, such as expanding the accessible market size, and challenges such as how to organize the brands, their individual roles and their relation and position to the other brands in the category to maximize revenues. To address these aspects of multi-brand portfolios, I have investigated four product categories where multiple brands are represented at Mölnlycke Health Care, Unilever, Fagerhult and L?Oréal; how the multi-brand portfolios are organized, how the segmentation, positioning and product differentiation are done and what advantages and disadvantages that are associated with this strategy. My conclusions are that multi-brand portfolios can be organized in many different ways and to become successful, they have to be set in relation to the company?s whole brand architecture.

This thesis studies whether private equity owned firms within the Swedish welfare sector distinguish themselves in terms of tax planning and short-termism from a control group consisting of other privately owned welfare firms. For the first time, the comparison is made on the entire welfare sector, between 14 matched pairs within education, health care and elderly care. We use financial metrics associated with tax planning and short-termism in sign tests to examine whether the private equity owned firms differ from our control group. The financial metrics tested are actual and paid tax rates, level of interest, book-tax gap, investments, personnel expenses per employee, and cash earnings. We find that the private equity owned firms in terms of tax planning only differ in the level of interest, while no notable differences are found in terms of short-termism..

The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging..

Destination branding is becoming increasingly acknowledged by regions working with tourism. Underlying is the fragmented web of actors in the supply chain of which the tourism product consists of. The main purpose of our thesis was, from a management perspective, to gain an understanding and describing how a network and the actors within it can build a consistent brand. We therefore chose to make a case study research on The Kingdom of Chrystal, or Glasriket, which is one of the most famous tourist destinations in Sweden. Our research is based on theoretical and empirical data.

Recent years have been very turbulent for most private equity firms. Especially the financial meltdown in global economy has affected the industry, but also the public pressure has made private equity houses change their control strategies towards more conventional methods used in public companies. This thesis aims to put light on the control methods used in listed private equity houses which use a buyout strategy. The paper describes how the control methods change over the different phases the asset experience and how different value generating strategies use altered control methods. Using Merchant's (2003) framework for management control systems and Berg and Gottschalg's (2004) research on value generating strategies in buyouts the thesis shows that action controls as designing instructions for the board and a business plan, together with goal alignment is the commonly used control strategy directly after the acquisition.

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty.

Varumärken är viktiga för företags vara eller icke vara. Ett företag vars varumärke är dåligt eller döende kan gå samma öde till mötes som varumärket. Därför är det förvånande att, enligt en undersökning gjord av en varumärkesbyrå publicerad i en branschtidning, marknads- och informationschefer i Stockholm har dålig koll på sitt varumärke. I vår studie undersöks vilka problem som kundföretag oftast har när de söker hjälp av en varumärkesbyrå. Vi försöker sedan att identifiera varför, och möjliga lösningar för att lösa eller förminska dessa problem.

Abstract: Since the recession caught the market in fall 2008, multiple companies have suffered due to their former aggressive investment behavior. Huge goodwill piles have been collected ready to be doomed by the market. The aim of the study is to investigate equity analysts? consideration of goodwill in a recession market. An empirical study is conducted, based on interviews with ten Swedish equity analysts that follow companies with relevant goodwill status.

The purpose of this report is to develop a visual identity and a brand book for the company Yakobs Ram & Reklam (Yakobs Frame and Advertising). To answer the question of how a brand book should be designed for a company that manage several businesses within one brand a qualitative approach including a case study has been conducted.This qualitative method included research on brand building, logotypes, colour, design and typography and interviews with the company Yakobs Ram & Reklam and three representatives from the advertising agencies Anfang and Jerhammar & Co.In order to develop a brand manual for a company with several businesses, the study revealed that there should be a main logo where the secondary logos, consisting of the various components of the company, are linked by colour coding. In addition, the study has shown that the key elements to include in a brand book are the use of the logo, colour, typography, visual style and profile products including brochures and business cards. These findings form the basis of the brand manual and are the result of this work. As the amount of previously known facts regarding the construction of a brand book are scarce, the choice of method has been crucial and the data generated can be generalized and applied to new similar cases.

Aim: The aim of our study is to analyze and evaluate from a marketing perspective how estate agents can use facebook to strengthen their brand. Method: We have used an inductive study form where we?ve used a quality and a quantity data gathering method. The data has been gathered from an interview with Botkyrkabyggens marketing coordinator and from an internet survey based on a convience selection and a snow ball selection.Theory: SWOT, Brand equity, Word of Mouth, Customer Relationship ManagementConclusion: Facebook can create and measure "word of mouth" effects, and also create better information management and flow of information compared to traditional marketing for an estate agent. The risks of facebook is the difficulty in educating the staff about the site and the fact that facebook dominates the policies and rules which suddenly can change.

The paper investigates the role of packaging within brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging..

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about.