Denna uppsats syfte är att undersöka och förklara hur brand extension produkter kan påverka ett företags image. Vi har valt att undersöka Jaguars, Porsches och Ferraris brand extension produkter då dessa avviker mycket från deras core product. Uppsatsen besvarar även hur konsumenterna uppfattar dessa brand extension produkter och företagens bakomliggande motiv till dem. Vi har under uppsatsskrivandet gång pendlat mellan teori och empiri. Vår empiri består av kvalitativa undersökningar.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication H 2 Consumers are enough affected of a company?s marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building brand equity the marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty. Methodology: The research method that was chosen is a detective argumentation that starts from theories and explain different parameters regarding the subject I am concentration on. It is a case study where the companies branding strategy towards pharmacies in Sweden is analyzed bys a mix of semi-structured interviews, documentation analysis and a quantitative research . Theoretical framework: The theoretical model that has been prepared gives me the possibility to analyze different parameters regarding branding that are important when building a brand in an new market.

This thesis aims to study brand change, which can be of interest since a brand during its lifetime can be expected to meet a lifecycle consisting of five phases; innovation, introduction, growth, maturity and recession. In order to avoid the recession phase and the sales decline that follows there is a need for a change of the brand.In order to study brand change, theoretical framework is compared to two real world cases that have gone through an active change.The conceptions of positioning, repositioning and revitalization are clarified. Positioning deals with how brands are located in customer?s minds as well as on the real market. Repositioning implies a change of the current position and is also often a move towards a new market segment.

Purpose: The purpose of this paper is to study how important brand belonging can be for sport clubs.Method: The method for the empirical research is based on qualitative interviews. The data then gets compared and connected with relevant brand and marketing theories.Findings: The paper finds out the perks and disadvantages the researched clubs gain from the strong brand names they hold, and further discussion for development based on theory is being made..

Syftet med studien var att beskriva överensstämmelsen mellan elevernas uppfattning och Carlforsska gymnasiets menade budskap med ?The Carlforsska experience?. Eleverna i detta fall var elever som gick i årskurs åtta på Skiljeboskolan i Västerås. För att beskriva överensstämmelsen gjordes en fallstudie där empiri insamlades genom intervjuer, där det togs reda på om vilka skillnader och likheter som fanns mellan elevernas uppfattning och den varumärkesidentitet som Carlforsska gymnasiet ville förmedla med ?The Carlforsska experience?.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series.

Fallstudie: Swedbank Syfte: Syftet med denna uppsats är att undersöka hur ett varumärke kan framställas inom tre olika kontexter. Denna studie kommer att fokuseras kring aktörerna företag och konsument inom den interna företagsmiljön samt den fysiska och virtuella tjänstemiljön.Metod: Studien utgår från en etnografisk metod, där vi studerar och deltar i olika miljöer. För att erhålla datainsamling utfördes intervjuer, observationer samt dokumentanalys. Teoretisk referensram: Vi kritiserar traditionella brand management teorier kring företagets roll vid varumärkesskapande. Vi presenterar istället brand consumptions teorierna, eftersom dessa framhäver att varumärke skapas utav fler aktörer.

Thesis purposeThe study aims to examine the effects vertical and horizontal line extensions might have on the total parent brand equity in terms of strength and its baseline product regarding of market share, loyalty and penetration under an elapsed period of time. The study aims to investigate a number of actual conducted line extensions effect on the above mentioned aspects of Kellers (1993) definition of brand strength as a part of the total brand equity. MethodologyThe effect of a number of line extensions of the parent brands and the baseline products is being examined in terms of market share, loyalty rate, cannibalization and market penetration. The thesis is focused on the correlations between these different parameters during a certain elapsed time ratio in order to test our theoretically routed hypothesizes in a deductive manner. Occasional correlations are derived from an indexation of data collected from the Gfk database.

The purpose of this thesis is to analyze and investigate how the consumer-oriented commerce can be developed and integrated to the brand Västervik.This thesis has a qualitative approach and we have done a case study of the Swedish city Västervik. We have performed interviews, with eight selected respondents who have different backgrounds, but with competence in different problem areas that we investigate in this thesis.We have, in this qualitative thesis, found aspects that Västervik should consider if they want to succeed with an integration of commerce in the brand. We have through a model found common facets that commerce and tourism shares and which Västervik should consider in the process of branding the city.The results of this thesis are presented in chapter six, there we also have featured reappearing tendencies that consider the development of commerce and how the commerce could be integrated in the brand Västervik..

The purpose of this thesis is to explore the co-creation process and how value is created based on a service orientation using a network perspective. The thesis is studied from a social-constructionist philosophy, using a qualitative approach of data collection and the theoretical framework includes network theories, theories of service-orientation and co-creation. We have conducted semi-structured interviews with a small firm and its network, which consists of a customer, a supplier and a partner. We found that Håkansson?s ARA framework combined with Ballantyne and Varey?s triangulation of value-creating activities help to acquire an understanding of the actors? bonds, the resources? ties and the activity links that exist in a network.

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.

I samband med klimatdebatten har flygbranschen blivit starkt kritiserad för utsläppen av koldioxid. Vissa flygbolag har infört frivilliga koldioxidkompensationssystem för sina flygresenärer, i syfte att hantera dessa utsläpp. Vårt syfte är att analysera flygresenärers attityder till frivilliga koldioxidkompensationssystem för att diskutera möjligheten till samverkan inom miljöområdet mellan flygbolag och flygresenärer. Uppsatsen baseras på en enkätundersäkning bland 300 flygresenärer och på tre intervjuer med chefer inom SAS Danmark. Analysen görs utifrån teorier om CSR och co-creation mellan företag och kunder.

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.

The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

Kommunikation är en grundläggande källa till spridning av kunskap med en påverkan på både individ och samhälle varpå ett intresse föreligger i att undersöka fenomenet närmare. Syftet med studien var att undersöka vilka sociala representationer potentiella medarbetare har av ett attraktivt Employer Brand. Vidare syftar studien till att kartlägga sociala representationer av Länsförsäkringar Skaraborgs Employer Brand. Empirin samlades in genom enkäter och i studien ingick 207 högskolestudenter. Resultatet visade att Symboliska Image-attribut värderas högre än Funktionella Image-attribut men att båda dimensionerna är betydande gällande ett attraktivt Employer Brand.