Den svenska telekommarknaden präglas av en oligopolsituation, där de fyra största företagen utgör 97,5 procent av marknaden, och den främsta konkurrensen sker om befintliga kunder. TeliaSonera är marknadens största företag och de saluför de två operatörerna Telia och Halebop, medan Tele2 är det näst största företaget och de saluför operatörerna Tele2 och Comviq. Inom den svenska telekombranschen har operatörerna förhållandevis liknande tjänsteerbjudanden och det är därför viktigt att skapa sig ett starkt varumärke som differentierar sig ur mängden samt bidrar till att skapa synergieffekter för företag som har två varumärken. Ett varumärke kan användas för att skapa värde för både konsumenten och företaget samt etablera en relation mellan dessa parter. Det värde som företaget skapar med varumärket benämns som Brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv.

Abstract: Private equity used to be synonymous with tremendous yields and rates of return. However, the private equity market trembled in 2008, due to the financial meltdown caused by the worldwide credit crisis. Considering the current low number of exits within the private equity industry, the purpose of this thesis is to examine if there has been any change in how private equity firms control their portfolio companies since the inception of the crisis. One private equity company and two portfolio companies have been studied. The case study is prepared from interviews with senior directors in the portfolio company and investment managers in the private equity firm.

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.

It is a common view that companies should focus on building brands to increase profitability and stabilize cash flows. However, building and keeping brands alive is costly. Many firms spend large sums on branding only because they are supposed to, without knowing if they will actually gain from it. Up to date, there is limited convincing evidence that branding actually contributes to shareholder value creation. This thesis aims to investigate the relationship between brand strength and profitability and shareholder value.

Syfte: Att identifiera de problem och/eller svårigheter som uppstått efter införandet av IAS 39 och dess krav på att finansiella instrument ska värderas till verkligt värde. Metod: Uppsatsen har genomförts med hjälpa av en induktiv metod. Primärdata har samlats in genom kvalitativa intervjuer. Sekundärdata består av facklitteratur och vetenskapliga artiklar. Teoretiska perspektiv: Teorin om det institutionella tänkandet har använts samt Streek & Schmitters modell.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication H 2 Consumers are enough affected of a company?s marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building Brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building Brand equity the marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty.

SammanfattningTitel: Byggnation pågår ? uppbyggnaden av Brand equity i en B2B-kontext genom märkeskännedom, märkesassociationer, upplevd kvalitet, märkeslojalitet och exklusiva rättigheter.Författare: Jesper Mårtensson och Alexander JägerfallÄmne: Kandidatuppsats i Marknadsföring, 15 hpNyckelord: B2B, Brand equity, märkeskännedom, märkesassociationer, upplevd kvalitet, märkeslojalitet, varumärke, exklusiva rättigheterProblemformulering: Hur kan svenska företag verksamt på en B2B-marknad arbeta med byggstenarna märkeskännedom, märkesassociationer, upplevd kvalitet, märkeslojalitet och exklusiva rättigheter som tillsammans utgör Brand equity?Syfte: Syftet med uppsatsen är att beskriva hur företag verksamma på en B2B-marknad kan arbeta med märkeskännedom, märkesassociationer, upplevd kvalitet, märkeslojalitet och exklusiva rättigheter samt vilka effekter det får, för att öka förståelsen för varumärkesbyggnad i B2B företag.Teori: Teorin utgörs av en beskrivning av ovanstående byggstenar, hur företag kan jobba med dem samt vilka positiva effekter varje byggsten kan innebära för företaget.Metod: Med en kvalitativ ansats har personliga intervjuer med fyra respondenter från fallföretagen Getinge, AJ-Produkter, Nordifa och Logent genomförts. Frågorna ställda till fallföretagen rör deras sätt att arbeta med ovanstående byggstenar samt vilka positiva effekter de upplever byggstenarna bidrar till.Slutsats: Studien visar att företag verksamma på en B2B marknad kan arbeta med byggstenarna på olika sätt. Slutsatsen är att det egentligen inte finns något rätt eller fel sätt att arbeta eftersom studien visar på genomgående positiva effekter av fallföretagens arbete. Ur studien framkommer också att säljkåren i ett B2B-företag fungerar likt ett universalverktyg i arbetet med att skapa märkeskännedom, märkesassociationer, upplevd kvalitet samt märkeslojalitet.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on Brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication H 2 Consumers are enough affected of a company?s marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building Brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building Brand equity the marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty. Methodology: The research method that was chosen is a detective argumentation that starts from theories and explain different parameters regarding the subject I am concentration on. It is a case study where the companies branding strategy towards pharmacies in Sweden is analyzed bys a mix of semi-structured interviews, documentation analysis and a quantitative research . Theoretical framework: The theoretical model that has been prepared gives me the possibility to analyze different parameters regarding branding that are important when building a brand in an new market.

Uppsatsen behandlar de investeringskriterier och värderingsmetoder som svenska Private Equity-företag använder inför företagsförvärv. Vi har gjort en kvalitativ analys av fem svenska Private Equity-aktörer. Våra slutsater är att de Private Equity-bolag vi studerat har ett fåtal övergripande investeringskriterier men att de är relativt flexibla gällande resterande. Företagen använder sig främst av multipelvärdering i värderingsprocessen. Sammanfattningsvis kan vi konstatera att Private Equity-företagen fokuserar mindre på vad företaget är värt och lägger allt fokus på hur mycket företaget kan avyttras för..

Consumer involvement in the product development process, co-creation, is being practiced by numerous companies. Previous research has investigated how consumer participation in co-creation affects consumer attitude. However, little is known about how co-creation affects the attitudes of the observervers of co-creation. The effect of observed co-creation on consumer attitude should be important when deciding whether to apply co-creation or not, as the observing consumers make up a larger part of the consumer collective than the participating consumers do. The paper at hand aims to investigate how observed co-creation affects consumer attitude and purchase intentions.

This essay reviews the situation for small actors in the Swedish clothing industry. In this essay we assume that loyalty is a requirement for survival on the competitive clothing market. Four small actors have been analyzed up on theories on loyalty, Brand equity, relationship marketing, service marketing, quality, interactive marketing, distribution and value creating activities. The chosen actors are Fifth Avenue Shoe Repair, Boutique Sportif, Jenny Hellström and Ida Sjöstedt. The conclusion of the essay is that it is possible for small actors on the Swedish clothing market to build loyal relationships with their customers.

This essay describes the Swedish furniture business and its strong competition between domestic and foreign producers. As the demand on higher development speed grows stronger, alongside a fierce competition between the companies, long lasting and unique qualities such as customer relations and strong brand names become crucial. Nowadays many furniture producers chose to sell their products through retailers and they therefore miss out on invaluable direct contact with their customers. Consequently, this means that they lack the perquisite to build relations or more importantly, to communicate their brand.To illustrate the problem a case study and a survey have been carried out. The study compares the strategic marketing works between producers who have own concept stores and those who uses retailers.

The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer.

In this paper we investigate 67 Swedish buyouts in the manufacturing and retailing sector between the years 2004-2012. The purpose is to measure changes in a set of financial key ratios to see if private equity firms are able to improve performance in their portfolio companies compared to a peer group consisting of other firms within the same industries. Furthermore, we examine if there is a difference in the change of the financial key ratios between private equity-owned firms in the two sectors. The key results are that the private equity owned firms have not outperformed their peers with respect to the chosen key ratios. We also conclude that there is no significant difference in the change of the financial key ratios between private equity-owned firms in the two sectors..