Foods that stimulate health and satisfy consumer expectations are needed. In a consumer´s perspective, products that provide several kinds of health benefits, without any call for major changes in their behaviour are needed on the market. With this increasing interest in health promoting food product, one of the biggest challenges for the food industry is to find the conditions and right position on the market and find the opportunities to enter the market successfully. New products with added health values can be developed to cure and counter welfare diseases as in this case for diabetics type 2. Swedish food companies have a desire to respond to welfare diseases and one welfare disease is diabetes type 2. Many of them have an ambition to develop new products to respond to the growing population and find a supply that could suit their customers.

I denna studie avser vi att undersöka hur varumärken, främst de korporativa, kan förstärkas genom tillämpning av de olika country of origin strategierna i företagens varumärkesbyggande. För att uppfylla vårt syfte har vi valt att utföra en kvalitativ undersökning av två fallföretag. Vi har samlat data till empirin i form av intervjuer, butiksobservationer, hemsidor samt diverse nedskriven dokumentation. I analysen tolkas sedan empirin i skenet av teorier kring varumärkesbyggande och country of origin. Genom att tillämpa effekterna av country of origin kan företag på ett effektivt sätt förstärka sitt varumärke.

Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of this essay is to analyze theories about positioning that will create an image of the positioning process, which we later on shall benchmark with other companies way to position their brand. By this, we want to obtain a well-documented work on how Luma Metall AB should work with the positioning on its brand in the future. This essay is based on a qualitative method that is characterized by an abductive approach. The empirical materials we have gathered through interviews with 5 selected persons that are well experienced on the subject have given us important information. We have come to a conclusion how a small company in a B2B market can position itself.

Syftet med uppsatsen har varit att undersöka hur konsumenterna uppfattar varumärkesutvidgningen. Studien har haft fokus på ett fallföretag, Sony Ericsson samt de varumärken (Walkman och Cyber-shot från Sony) som de använder på deras produkter. Vi har samlat in data med konsumenters uppfattningar om co-branding och deras brukande av produkter ur den kategori där de co-brandade varumärkena finns. Vidare har vi sökt efter förklaringar till huruvida det finns någon koppling mellan användandet av Mp3-spelare och digitalkamera i förhållande till betydelsen av varumärkena. Undersökningen har varit helt webbaserad och samlat in över 200 svar varvid 197 har använts i sammanställningen av enkätsvaren.Vi har använt oss av rådande teorier inom varumärken, varumärkeshantering, varumärkesvärdering och varumärkesfusioner.

A crisis situation that has been more commonly occurred in the industry of conveniencegoods lately is the product related crises which thereby has become a challenge for everymarketer to handle. As the negative publicity tend to enlarge the crisis and spread to thecategory as a whole, it's not only important to have a crisis management to handle crisesconcerning the company itself. But also to be ready to make the best out of the situationwhere the company is threatened to get infected by the negative effects caused by acompetitor.When companies get the chance to make a response on the negative publicity on theircompetitor, as well as the category, through media, the question is - shall they act And howshall they act Which response is the most effective to send out to get out of involvement, notget infected by negative spill over's or even - to make the valenced comparison a way togenerate positive effects and gain market share The purpose of this paper is thereby to find the optimal strategy for an organization in theindustry to handle their competitor's crises through a pronouncement in media. Anotherpurpose to address is whether the brand strength is moderating the effects from the differenttypes of responses tested in this study. This purpose aims to find guidelines depending onthese moderating effects.The paper commodiously, strongly supports that there are beneficial effects to be generatedfrom making a response in either positive or negative direction in oppose of actively choosingnot to make a pronouncement at all.

The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company?s choice of green strategy.

This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area.

Products and services have for a long time competed with their brands. For some time now, cities have begun to compete with each other to attract visitors and other stakeholders to come to their town. It is important that the citizens feel as they are a part of the message that the city sends out in its communication.Cities are today working actively with their brands, much like regular companies, in order to create the profile and image in order to be competitive against other cities and places. Cities and places are part of a dynamic process which includes both positive and negative events. These events might have an impact on the brands, and therefore it is a necessity to be able to react on these events to make the most of positive things and deal with the negative in a way that minimizes the effects on the brand.Citybranding as a research field is quite new.

If an enterprise lacks capital it might be in desperate need of capital contribution to avoid liquidation. One solution to restore the economic balance, is to construct a contract in which the enterprise ensures that capital contribution will be made on given conditions. The purpose with this thesis is to analyze different ways to establish such agreements.A capital contribution can be triggered by a call-off from the board of directors to the contributor, or automatically, when the shareholders? equity falls below 50 percent of the registered capital stock. In the literature, the latter is represented as the most adaptable.

In these days of globalization, with a higher level of openness and interaction over geographical, cultural and economical borders, the importance of the company?s intangible asset, its brand, is gaining importance as a differentiating factor. Building a strong brand and the emphasis on strategic brand management is something that before was given less attention in firms but today we can see a general increase in awareness and relative emphasis in the strategic work of companies.Countries as brands: Is it possible to consider a nation or a country as a brand the same way you consider a product? Well, looking in to the subject it seems to be a rather complex matter and there are many questions to be asked and answer. Nations around the globe are indeed marketing and positioning themselves for several purposes.

The purpose with this thesis was to describe the importance of the creative industries for a town. We thought that towns could design a strategy to attract creative industries and creative people to establish their business in the town. During the study some important topics, such as a town brand, a town image and a town identity has been identified as factors that can influence and attract people and creative industries. Towns can use these topics in their marketing of the town. The method that we used was a case study: we conducted interviews to collect information about the chosen case study, the town of Skellefteå.

Within the subject of retouching there is an ongoing debate about whether fashion retailers should retouch their ads or not. There has been a large amount of criticism to the communication of stereotyped beauty ideals that is used by companies in their marketing. The stereotyped ideals also contribute to negative psychological effects among people. As a response to the criticism, or as a way to differentiate one-self from competitors, retailers are starting to use unretouched models in their advertising. How this affects the consumer's perception of CSR along with the attitudes and behaviors is still unknown.

Sweden's school voucher reform has made the Swedish school system into one of the world's most liberalized. The debate concerning the ownership of Swedish schools is intense and the Swedish Minister of Education is open to restricting private equity owned companies from running schools. Interestingly, fewer calls are heard for restricting smaller profit-driven companies from owning schools. This essay aims to examine whether or not the quality of education provided by an individual school changes if it is acquired by a large private equity owned school group. This is done by conducting a comparative study on four independent schools recently acquired by AcadeMedia, Sweden's biggest private equity owned school group.

The purpose of this thesis is to gain a deeper understanding of Swedish companies? use of corporate sponsorships as a tool for communication. The research describes motives and goals of corporate sponsorships, the selecting process and methods used in evaluating its effects. The empirical data has been colleted through interviews with two companies sponsoring athletics at a top level in Sweden. The study shows that the principal objectives and motives companies have with sponsorships are related to brand exposure, image improvement and relationships.