AbstractTitle: Brand communication ? An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation ? En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS)Number of pages: 53 (55 including enclosures)Author: Johan LarssonTutor: Göran SvenssonCourse: Media and Communications Studies CPeriod: Second term / autumn 2007University: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective.

Established brands often market themselves in the same way as they've always done. There are two main reasons for this, it has worked before and general marketing strategies tells them to do so. However, a fairly new branch of marketing research have found that incongruent marketing may be a better way for an established brand to communicate to their target groups. This thesis is all about incongruency. Previous research in the area of incongruency have never dealt with aesthetics of the incongruent ads.

Trade Unions are finding it increasingly challenging to appeal to employees and all trade unions alike are encountering new challenges to attract and retain members. Additionally a more diversified and educated labor market is creating demands for trade unions to better meet individual needs. The purpose of this study was to explore and analyze the role of branding in Unionen, the largest white-collar trade union in Sweden, and how branding efforts help in attracting and retaining trade union members. The theoretical foundation of this thesis is based on theories related to corporate branding and relationship marketing. Furthermore, the study develops and introduces the concept of member branding in the context of trade unions.

Background: The design industry is relatively immature in Sweden but large on the international market, where companies have used services from industrial design firms for a long time. Companies incresignly realise that design is an efficient mean to gain competitive advantages on the market. Several design companies fancy growth and to receive a wider market share to expand on the international market. One of them is Design Communicaton who has made a couple of acquisitions, to receive wider comptences and to cover different segments. That has lead to an increased brand portfolio with different subbrands, which can be complicated to handle efficiently in the internal and external communication.

The aim of this thesis is to describe the development of profitability and capital structure in Swedish quoted companies during the period of 1990 to 2004. Further, the aim is to determine the relationship between profitability and leverage in order to conclude whether the choice of capital structure supports the pecking order theory or the trade-off theory of capital structure. The findings show that return on assets fluctuates between 3 and 11 percent and that return on equity fluctuates between 3 and 22 percent during the period. Further, the leverage and the cost of debt have decreased. This indicates lowered financial risk in Swedish quoted companies in the period between 1990 and 2004.

Business development is to bring forth the entirecompany and through effective, market renewalprocesses to create sustainable profitability.1 This mightbe difficult, especially for smaller companies who lackthe experience and also tools to make correct forecast.2The purpose of my thesis is to investigate andexplain how a small business can remain flexible andcreate products in new markets by making the brandappealing and credible.In my thesis I have investigated how a company canextract benefit from its brand and identify the benefitswhich are the most unattended in a new market. Bydoing so, the company can systematically developconcepts for new business opportunities. I hopethat my thesis may provide tools and ease businessdevelopment process for smaller businesses.The purpous of my thesis I have studied theories ofbusiness development, brand and brand extension. Inthese theories I have used existing methods and I havecreated my own methods of business development.Through this thesis I have worked with AvelutionAB (a small that produce products for recoveryand comfort). I tested the theory and methods withAvelution which has resulted in a business developmentstrategy as well as two concepts that show howAvelution in the future might develop its business basedon the benefits Avelution and its products create..

Title Communicating identity at every level - a study of how consumers perceive the brand identity in the new media landscape.Background The new media landscape has created new opportunities for companies to interact and communicate with the market. Even if this means increased opportunities for relationship-building between companies and consumers it also arise a risk in moving into a new stadium with no real strategy. It is therefore essential to communicate the brand as great as possible in every level of channel.Purpose The purpose of this paper is to investigate whether two companies (GANT & H&M) have succeeded in their stated brand identity through the various online platforms: website and facebook page.Method The study is a qualitative study consisting of four focus groups on students at Uppsala university at Ekonomikum.Results The results show that it is possible to convey the identity at every level and on different platforms on the closing of sufficient time and effort. H & M has integrated much of the material on the facebook pages section in a stylistic way which gathers more appreciation then GANT, which according to the informants did not seem to have spend much time at all. .

This study aims to measure the effect of accounting conservatism and to identify thebusiness activities causing firms to undervalue owners? equity. To estimateaccounting conservatism, we have followed the hypothesis that no firm over time cangenerate a return greater than its cost of equity, i.e. CAPM. Thus, if a firm in factgenerates an excess return over time, we assume that the excess return is an estimateof accounting conservatism within that firm.The hypothesis originates from the corporate valuation model ?Economic ValueAdded®? which tries to adjust for accounting bias.

The purpose of this essay is to analyze and understand how producerbrands are able to communicate their brand through today's marketing channels, also how development and changes that occur in the society can affect the producers communication abilities. We have seen a tendency that many retailers have created their own brands that are competing with the producers, this leads to the fact that producers in some cases are having trouble communicating their brand to the end-consumer. The fact that the producers marketing through retailers now is more limited than before, the producers now have to capture the consumers wants and needs through other channels.This essay is based on a qualitative method involving seven interviews. The persons that we've chosen to interview are carefully selected based on their specific knowledge about the subject in question..

Studien handlar om reciprocitet i parförhållanden. Den teoretiska grunden hämtas från anknytningsteorin, equity-teorin och sociala utbytesteorin. Studiens syfte är att undersöka hur reciprocitet hänger samman med ovillkorlig självacceptans och relationsrelaterad ångest samt hur ovillkorlig självacceptans och relationsrelaterad ångest korrelerar sinsemellan. Deltagarna (n = 97), 15 män och 82 kvinnor, rekryterades via Internet, där de fick besvara en enkät, sammansatt av tre skalor som mätte konstrukten: reciprocitet, relationsrelaterad ångest samt ovillkorlig självacceptans. Korrelationsanalyser visar en positiv korrelation mellan relationsrelaterad ångest och underläge i utbytet i parförhållanden samt en negativ korrelation mellan relationsrelaterad ångest och ovillkorlig självacceptans.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

SammanfattningDetta examensarbete undersöker hur ett globalt industriföretag arbetar med kunskapshantering utifrån ettKnowledge management-perspektiv. Målföretaget undersöks genom Talent management-konceptet People Equity. Vi baserar vår uppsats på empiri bestående av tolv kvalitativa intervjuer med medarbetare från företaget. Våra teoretiska utgångspunkter grundas primärt på Alvesson och Kärremans deskriptiva modell om hur företag arbetar med kunskapsstyrning, Model of managerial intervention. Utifrån analys av insamlad empiri placerar vi ut målföretaget på ovan nämnda matris.

Varumärkesidentitet för traineeprogram AcademyI denna studie redogörs för hur ett varumärke är direkt kopplad till sina värdegrunder. Rapporten besvarar hur värdegrunder i en organisation skapas av företagets personal i form av ord som kopplas till företagets varumärke. Metodiken i denna studie har pendlat mellan intervjuer och workshopar. Studiens resultat visar att företagets personal och praktikanter kom tillsammans till tre ord som processats till Academys värdegrunder. Dessa ord är: gemenskap, utveckling och skaparglädje..

Research issue: The transition from Basel II to Basel III becomes consuming for banks, financially. But Basel III should be profitably for financial market economy. Risks in the financial world is very complex. Is Basel III is sufficient to manage risk and future crisesPurpose: The purpose of this paper is to examine the application of Basel II and the transition to Basel III in Sweden with the banking system in focus.Method: The study has a qualitative research methodology for the collection of empirical data. The study is based on interviews with four large banks of Sweden (Swedbank, SEB, Nordea, Handelsbanken) and with Finansinspektionen.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.