This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. .

The purpose of the study is to explain whether the introduction of a new and different brand by means of a brand extension affects consumers? perceptions of the product category that the brand is launched in. An experiment was carried out to study the following aspects: associations and constellations of associations to the product category, interest, perceived variation, and the perceived similarity with the category from which the brands were extended. In the study, brand breadth in the original product category was used as moderating variable. Aspects found to be affected by the brand extensions were associations to the product category, the constellations of these associations and the perceived similarity with the category from which the brands were extended.

The main objective of this thesis is to study the brand manager?s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of brand managers? role and responsibilities within the B2C environment which is already quite far ahead in the development of the brand management thinking..

Studies conducted on event marketing have mainly focused on larger events. Managerial implications, marketing techniques, and theories in the field have hence dominantly addressed events of larger nature. Event marketing however is a growing phenomenon in the marketing mix. Brands are using event marketing to a greater extent. Brands are increasingly using small events as a marketing tool in order to create brand awareness and brand image; this goes for both small brands and large brands.

The purpose of this thesis was to illuminate how companies work with their brand identity and particularly how it is applied in their positioning. The empirical data has been collected through interviews with two companies in Sweden working with brand identity as a stated strategy. The study shows that companies discover, develop and build their brand identity based on their core identity and core values. The core value can be strengthened through customer satisfaction surveys. In order to develop the brand identity in companies, management has to be aware of their brand person- ality, as an essentiality for survival.

 This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. .

Title: Brand Brazil ? A study on brand equity in an emerging market Authors: Anders Andersson & Jonathan Karlsson Subject: Bachelor thesis in marketing, 15 credits Keywords: Brand equity, Emerging markets, Brand awareness, Brand associations, Perceived quality, Brand loyalty Purpose: The purpose of this thesis is to gain deeper understanding of how a company operating on an emerging market can work with brand equity, and what benefits it provides to the brand owner. Theoretical framework: The chapter begins with a description of brand equity to be further decomposed to its four dimensions; brand awareness, brand associations, perceived quality, brand loyalty Methodology: A qualitative research method with a deductive approach is conducted, where interviews with Brand/Marketing coordinators for the Brazilian subsidiaries of Volkswagen, Toyota and General Motors, are performed. Empirical framework: The chapter presents performed interviews that are supposed to describe our case studies? work and benefits from brand equity. Conclusion: This study shows that companies operating on an emerging market are working actively with brand equity, often in accordance with theory. The companies also experience positive effects from increased brand equity..

 This thesis aims to through certain parts of the brand equity investigate the trust of consumers for a brand that recently experienced a product-harm crisis. It also wants to investigate why this trust exist, if it does. Structured interviews were carried out at 60 respondents in Uppsala. The results show that the respondents have positive associations with ICA, they think that ICA maintains a high quality on their products and services and that 50% more often choose to do their grocery shopping at ICA. The conclusion of the study is that ICA has a strong brand equity resulting in brand trust from consumers, which is founded in the brand reliability and brand intentions of the company. .

At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ?good? advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does.

Companies spend huge amounts on communicating their brand through marketing. Many of these contact areas where the consumer comes in contact with the brand is con-trolled by the company. The brand image is also affected from outside the company. It can be from users, media, blogs etc.Burberry is an example of a company that got in trouble with their brand image after hooligans where associated with their products. If a company with a brand with a strong image is associated whith consumers that are not compatible with the target group the company wants, there is a risk of a negative affect on the brand image.Our purpose is to investigate and describe the phenomenom when a company brandimage is affected by being associated whith consumers not compatable whith, by the company, intended target group.We have chosen a qualitative research where we use a multiple case study.

Many? luxury? companies? within? the? fashion? industry? today? choose? to? extend? their? brands downwards? in? order? to? reach? new? customer? segments? and? hence? increase? their? profitability.? A? brand? extension? strategy? that? leverages? the? core? values? of? the? luxury? brand? is? a ?new ?possibility ?for ?luxury ?brands ?to ?position ?themselves ?towards ?a ?broader ?customer ?base.?? Meanwhile? there? is? a? risk? that? the? extension? dilutes? the? image? of? the? luxury? brand? and? has? a? negative? effect? on? the? company? in? the? long? term.? Thus? a? tradeoff? exists? between? becoming? more? accessible? and? maintaining? the? exclusivity? of? the? luxury? brand.? The? objective? of? this? thesis ?is ?to ?investigate ?how ?luxury ?brands ?that ?perform? downward ?brand ?extensions ?to? reach? new? markets? can? succeed? with? this? strategy? without? diluting? the? brand? image.? This? is? achieved? by? studying? the? perceptions? of? the? new? target? segment? towards? the? extension? of? luxury? brands.? The? results? of? the? study? show? that? the? risk? of? brand? dilution? is? minimized when? the? core? values? of? the? luxury? brand? are? transferred? to? the? brand? extension? while? the extension ?at ?the ?same ?time ?is ?successfully ?targeted ?towards ?the ?specific ?customer? segment..

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..

It is a common view that companies should focus on building brands to increase profitability and stabilize cash flows. However, building and keeping brands alive is costly. Many firms spend large sums on branding only because they are supposed to, without knowing if they will actually gain from it. Up to date, there is limited convincing evidence that branding actually contributes to shareholder value creation. This thesis aims to investigate the relationship between brand strength and profitability and shareholder value.

Purpose: The purpose of this study is to do a brand survey of Metro in Karlstad. The study will originate from the terms ?brand identity? and ?brand associations?, where the brand identity is the organization?s desired view of the brand, and the brand associations define the associations held by the consumers.Issues: What is Metro?s brand identity? What are the brand associsations of Metro in Karlstad? How well do the brand identity and the brand associations correspond?Theoretical framework: The study is done from the perspective of media and communication studies, where the theoretical terms are defined from literature regarding brands.Method: The study is carried out using a qualitative document analysis, interviews, and a quantitative survey. The document analysis was made on Metro?s own documents regarding values and target audience.

The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands..