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.

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.

Purpose: Examine if there is a connection between the athletic performance and the financial status in football clubs.Theoretical perspectives: This thesis is based on the theory that the modern football club is like every other company trying to maximize profit. The clubs should therefore use the same business strategies.Empirical foundation: The study is based on 25 observations over five years and five Allsvenska football clubs. The data is a compilation of the key ratios from the annual reports and the league table, years 2004 through 2008 in the clubs. Year 2009?s league table place is also included since tests have been done with one year?s displacement between the financial status and the league table.Conclusion:There is no correlation between solidity and the place in the league table in Allsvenska football clubs.There is no correlation between net profit and the place in the league table in Allsvenska football clubs.There is no correlation between equity and the place in the league table in Allsvenska football clubs..

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.

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.

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.

The interest for venture capital within the financial sector in Sweden has, according to earlier studies, been seen as a growing occurrence. Especially for what is known as informal venture capital. In modern times, private investors who engage themselves in small, unlisted companies, providing informal venture capital are to be known as business angels. They close equity gaps on the financial market by contribute financial capital to start-ups and are therefore an important participant on today?s market.

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.

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.

The purpose with this essay was to examine and bring a deeper comprehension about brands as a phenomenon. We also wanted to study if strong brands could develop in to strategic competition means and by that expand their market range. To do this we used a qualitative method. We started by gathering a theoretical basis. This gave us a platform, which helped us learn more about the subject, brands.

Den ökade betydelsen av att som företag ha ett starkt varumärke för att synas på marknaden har inneburit att det läggs ner allt mer tid och resurser på varumärkeshöjande aktiviteter inom företagen. Den växande virtuella världen och den ökade handeln på Internet har i kombination med vikten av ett starkt varumärke skapat en komplicerad situation. Vagabond är ett svenskt varumärkesproducerande skoföretag som har ställts inför de möjligheter och svårigheter som den ökade Internetanvändningen har inneburit. Expansionen genom försäljning via återförsäljare på Internet har inneburit att svårigheterna med att kontrollera hur varumärket framställs på olika sidor på Internet har ökat. Den totala skokonsumtionen har ökat de senaste åren och konkurrensen på skomarknaden har blivit stor, vilket bidrar till att vikten av att sticka ut blir allt större.Syftet med vår studie är att förklara hur det varumärkesproducerande företaget, i vårt fall Vagabond, arbetar med att framställa och bevara sitt varumärke och vidare hur de Internetbaserade återförsäljarna resonerar kring sina produkters varumärken.

Purpose and aimThe purpose of this thesis has been to create a deeper understanding about the impact that the digitalization of the music business in the early 2000s and also the latter change, that in this paper is referred to as the sociodigital change, has had on artist brands. We will also analyze the positive and negative effects that this development may have had on the already existing brand environment and lastly also review the true importance of the professional industry?s competence. We have chosen the following research question in relation to the purpose; In what way has the basic conditions for artist brands within the music industry changed since the digitalization of the music industry in the early 2000s? MethodFor this study we initially took an inductive approach as we formed hypotheses based on experiences and previous knowledge which we then corroborated with theories.