Syfte: Syftet med uppsatsen är att genom empirisk undersökning besvara frågan vilken mätbar effekt sponsring har på varumärkets värde, Brand Equity. Genom att besvara den frågan är också syftet att utveckla en modell som visar vilka faktorer samt vilka delar i varumärket som påverkas av sponsring.Metod: Vi har valt att genomföra detta arbete genom att använda fallstudier. Dessa har vi genomfört med hjälp av kvalitativa intervjuer med representanter för Gevalia, Läkerol och Länsförsäkringar Gävleborg, vilka samtliga sponsrar Brynäs. Vi har bearbetat intervjuerna för att sedan analysera dem mot vår teoretiska referensram. Vi har valt att dela upp analyserna efter huvudområden som rör sponsring och varumärke.Resultat & slutsats: Vi har utvecklat en modell som visar sponsringens effekter på Brand Equity, men dessa är dock inga tydliga mätbara effekter då vi inte kunnat uttyda några genom studien.

This study focuses on aspects of cult experiences, given by deconverted formermembers of closed religious movements. Their testimonies were published inbooks or interviews. The aims of the study were to understand the interactionbetween the religious group and its members, living in high tension towardsmainstream society and their testimonies of altered self-esteem during attraction,membership, deconversion and defection. The purpose was to understand how aperson´s self-esteem is affected by inner mechanisms of closed religiousmovements and how these experiences affects a persons identity. Another aspectwas whether there might be differences in altered self-esteem, between those whoenlisted as adults, and those who were born into the closed religious contexts.Social Identity Theory, Sigmund Freud´s and Carl Rogers models of personal egowere used as models of interpretations.

This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way.

The thesis strives to answer the question whether there are any differences between how young customers, in comparison with older, are affected by brands when buying different products. The purpose is to get a clearer idea about the brands' importance in the future and in that way also to give guidance to companies about how to best market themselves and there products.To answer the question, an experiment was conducted with 480 respondents taking a survey where they had to rate a product after reading a short text about it. Some of the texts stated that a specific brand was behind the product while some said the product was produced by an unknown brand.The result of the study was that young people showed a greater propensity of rating products with a brand higher than products without brands, in comparison with the older respondents. This gives reason to believe that brands progressively will become an even more important tool for marketers and an unmatched asset for companies in the future..

This essay presents a picture of swedish reggae listeners and how their love of music give meaning to their lives and unite them in a sub-culture. Based on interviews with six young men about their involvement in reggae, it also investigates the relationship between music and identity, or more clearly; how identity is expressed through music. Furthermore, I discuss the notion of taste according to Bourdieu, and argue against his statement that taste in music affirms the class and social background of an individual. Results from my empirical data have indicated that reggae music is difficult to associate to a distinct lifestyle, which inclines me to argue that it has managed to transcend phenomena such as ethnicity, class and cultural affiliation..

The purpose of this essay is to show how ESN, IKEA and the Ministry for Foreign Affairs (UD) mediated swedishness. This will be done by illustrate and analyse the methods the research fields use to create and spread pictures and message about Sweden, Swedes and Swedish cultures. The essay use the method of represented informants and show three field where the meeting between people and cultures is conspicuously. Hopefully, this essay can be seen as a contribution to the research of identity (identity research). I have chosen to focus on three fields of research, which do not belong to the classic field of research to show how swedishness is mediated..

At the end of 2008, Arla concluded agreements with several supermarkets in southern Sweden. The agreement with the supermarkets excluded Ska?nemejerier from the stores. This meant that Ska?nemejerier lost approximately 7% of sales volume.

Responsible production is a subject of increasing importance for companies toadopt and communicate to their environment and many companies choose to implementenvironmental ? and ethic considerations into their brand strategy. There is, however, adividing line between companies according to what extent they choose to implementresponsible production into their brand strategy and to which extent they choose tocommunicate it to their stakeholders and surroundings. It is the hypothesis about a dividingline that is the foundation for this essay and something we believed could be interesting forfurther analysis.The purpose of our essay is to find out how the brand strategy of a company is affected by theresponsible production and in what extent they communicate it to their environment. Byanswering those questions we hope to find out why some companies communicateresponsible production more actively than others.We have conducted in-depth interviews with the Swedish clothing companies; MariaWesterlind, Zion and Dem Collective and we have through our analysis reached interestingconclusions.

AbstractEqual opportunities from an employer brand perspective- What does the future manpower inquire?Authors: Erik Frick & Niklas HalldénInstructor: Karin JonnergårdExaminer: Sarah PhilipsonBackgroundWe are living in a society that originates from a patriarchy founded many thousand years ago. This has put women in an inferior position in the labour market. To promote equal opportunities we argue for that companies can utilise employer brand. Employer brand is a new theoretic concept that is being used more frequently among scholars and companies.Presentation of the problem? Which role do equal opportunities play to attract potential manpower from an employer brand perspective?MethodOur method has a quantitative approach and we have choosen to carry out a survey.

The aim of this master´s thesis is to explore how Stockholms new library´s identity is constructed, and further to relate the case study to a general discussion of the identity of public libraries in Sweden. This is done through analysis of the visions and plans that the planned library is based on. We feel that it is a relevant study since questions concerning the public library's identity are for library and information science as well as the institution. Questions posed in the study are: How is the roles and identity of the planned library described in the texts that form the basis of the project? What characterises the relationship between the present and the planned library? What discourses concerning the public library's identity can we see in the material?The theoretical framework of the thesis is a discourse oriented analysis based on the critical discourse analysis of Norman Fairclough.

This thesis discusses the existential consequences for the human being in creatio ex nihilo, where the main subjects of discussion are contingency, freedom and identity. The starting-point of the discussion lies in the presentation of the history of the doctrine of creation, especially the doctrine of creatio ex nihilo. Once the historical and philosophical importance of the doctrine of creation is clear, the anthropological and theological consequences are obvious; creation is contingent and at the same time deeply dependent upon God. The contingency of creation may bring a sense of non-necessity among people, and therefore it makes the question of human freedom and identity in the doctrine of creation utterly important..

This master's thesis reports on our investigation of how the public librarian's professional identity is formed and what it is formed of. We have considered factors such as: education, competence and daily tasks. In order to fulfil this aim we have used a literature study on concepts such as competence, education, professional identity and profession. We have also carried out an empirical study where we have interviewed nine librarians on public libraries. The method of analysis is qualitative.

The aim of this study is to fill the gap in mathematics education research concerning the relationship between identity and positioning in mathematical collaboration in groups. This study elaborates on the relationship between how pupils see themselves as math students in sixth grade, how they show their identities as math students, in contrast to how they position themselves reflexively in group collaboration while engaging in mathematical problem solving. The theoretical concepts linked to this study are discourse, identity and positioning. Discourse is used to describe and form the setting and context of the study. Identity is seen as a transient and elusive concept formed by the students own perceptions of self through narratives.

In today?s Europe nationalist movements grow stronger. The Scottish referendum is a result of the nationalistic party Scottish National Party?s aim of an independent Scotland. Using a descriptive idea analysis the essay aim to answer how the referendum arose, its main arguments and how national and state identity is affected in the arguments.

The blog has become a widely discussed subject, but while marketers do invest in blogs, there is little evidence on the how the blog works as a marketing tool. Therefore, we thought it would be interesting to create a greater understanding of the blog's potential communication effects. To demonstrate the potential of the blog in comparison with more traditional media, we decided to compare the communication effects achieved by a blog with those achieved by an online magazine. We pursued an experiment where we exposed an identical text about a brand to respondents in seven blogs and in seven online papers and measured the resulting communication effects in terms of attitudes and intentions towards the exposed brand. The quantitative study showed that the blog in some basic aspects works as a more traditional media; when the consumer forms positive attitudes toward a text in a blog, the attitude spills over to the attitude toward the brand, with higher buying and w-o-m intentions as a consequence.