AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

The rise of social media has put a focus on the division of owned, paid and earned media, where earned media has recently been hyped at the expense of owned and paid media. Due to a novel area we examine the differences and effects of using owned and paid media, specifically for packaging versus newspapers. Owned and paid media showed no significant differences regarding credibility, persuasion and perceived commerciality, which restored owned media?s status, especially since owned media is more cost efficient. The effects of allowing ads for external brands on the owned medium were also studied.

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.

First time labelling occurred was when animal owners marked their cattle in order to distinguish the differences. The need for labelling was added when the trade had expanded during Roman times in order for the customers to know who manufactured their craft. Trademarks are characterized as a way to distinguish one's own product or service from someone else. The marketing purpose is to create an identity. The brand has an important role as an effective competitive tool for businesses.A brand can have many different functions, which will simplify a customer's decision making process in selecting a service or product.

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 purpose of our study has been to analyze the character of the interaction between music labels and media and to examine to what extent the artist brand is being considered in music labels relationship with media. This has resulted in our research question:What characterizes the large music labels relationship with media?For this study we have used a qualitative approach to achieve a deeper understanding of our chosen topic. We have conducted seven interviews with representatives from both major record labels and media companies with great knowledge about our subject. Five of the interviews were conducted face-to-face and two were performed via e-mail.In the final chapter we answer our research question and thus present our conclusions.

Detta examensarbete omfattar brandskydd och dimensionering för de olikakonstruktionsmaterialen limträ, stål och betong. Där målet är att utveckla ett underlagför nyutbildade ingenjörer och konsulter. Layouten på arbetet ger en enkel överblicköver informationen kring de olika materialen och tar upp de viktigaste stegen manska ta hänsyn till vid dimensionering.Arbetet inleds med en allmän översikt på hur brandskyddet behövs i byggnader föratt uppfylla de lagar och regler som ställs. För att få en större förståelse för hur deolika konstruktionsmaterialen beter sig under påverkan av brand, presenteras de olikamaterialegenskaperna och hur påverkningen för samtliga ser ut.Huvuddelen av rapporten beskriver de grova skillnaderna mellan materialen och hurman går till väga för att nå samma brandklass på konstruktionen för de olikamaterialen.För att utvärdera litteraturstudier, har erfarna ingenjörer och konsulter intervjuats.Detta har resulterat i bredare inblick kring det informationsbehov som krävs för att tafram dimensionering vid brandskydd i konstruktioner..

The effect of moderate incongruency between a celebrity endorser and an advertised brand is considered in an experiment with celebrities, both congruent and moderately incongruent with the investigated brands. In addition, the influence of possible moderator variables was examined, as well as the potential impact of the celebrities? gender. It was found that an ad exposing a moderately incongruent combination of celebrity and brand generated a more positive result on attitude towards the ad, brand attitude and word of mouth. Furthermore, under some conditions certain moderator variables influenced the relationship between moderate incongruency and responses evoked by the ad..

High brand equity is a great asset for companies that operate their business in a free and competitive market. Brand equity can arise from both product-related and non-product related attributes and may be viewed from many different perspectives. This study examines which different attributes that contribute to enhance brand equity from customers point of view at the Swedish market for agricultural machinery. The study have been developed using a comprehensive literature search in order to investigate the field regarding brand equity and brand image. The literature review results in one product specific and one non-product specific approach in order to examine factors that contribute to enhanced brand equity. This takes the form as one survey-based approach regarding the non-product related attributes which is examined by interpreting the extra value added by different attributes.

Title: Brand loyalty and switching behavior ? A case study of the Swedish ketchup market Authors: Marcus Andersson Mattias Hedblad Tutors: Björn Bergenståhl, (Professor) Department of Food Technology, Engineering and nutrition, Division of Food Technology, Lund University Frans Melin (MBA PhD) Department of Business and administration, Lund University Ragnar Sjögren Johansen, (Marketing Manager Sauces) Procordia Food AB Problem: The market for daily groceries is mature and the competition has become tough. For the manufacturers to be able to grow they have to compete for the existing consumers. The problem is for the manufacturer to protect its consumers and still be able to gain consumers from its competitors. Purpose: Our ambition is to study consumers brand loyalty for daily groceries, with the purpose to understand how loyalty starts, how it can be strengthened, and how it can be broken.

The purpose of this study is to examine a brand?s green marketing and its consumers? perception of it in order to compare these views. The idea is to find a potential gap and what effect it may have on the brand. A case study has therefore been made with the grocery market brand Coop with focus on organic food. The material used consists of texts from Coop?s website to represent their brand.

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.

This report aims to examine how Brunneby Musteri is to update the brand attention for Brunneby Musteri at retail stores. Brunneby wish to assure their brand will catch the customers? eye in the store and therefore get assistance to discover what to improve. The family business Brunneby Musteri (Brunneby) was founded in 1941 and is located nearby Göta Kanal in the county of Östergötland. Brunneby produce products such as lemonade, jam, jelly, marmelade, cider and vinegar.

This report aims to examine how Brunneby Musteri is to update the brand attention for Brunneby Musteri at retail stores. Brunneby wish to assure their brand will catch the customers? eye in the store and therefore get assistance to discover what to improve. The family business Brunneby Musteri (Brunneby) was founded in 1941 and is located nearby Göta Kanal in the county of Östergötland. Brunneby produce products such as lemonade, jam, jelly, marmelade, cider and vinegar.

This report aims to examine how Brunneby Musteri is to update the brand attention for Brunneby Musteri at retail stores. Brunneby wish to assure their brand will catch the customers? eye in the store and therefore get assistance to discover what to improve. The family business Brunneby Musteri (Brunneby) was founded in 1941 and is located nearby Göta Kanal in the county of Östergötland. Brunneby produce products such as lemonade, jam, jelly, marmelade, cider and vinegar.