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.

Talented and committed employees are important resources for a company?s competitiveness. With the escalating competition for competent employees, a strong employer brand has come to play an increasingly important role as a means of attracting employees with a desirable profile. In this study, brand theory is applied to the results of a quantitative study of students? evaluation of an attractive employer, in order to identify the factors which explain why certain employers are perceived as more attractive than others.

This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability.  In today?s market, IT has a major impact on the clothing business.

AbstractAuthors: Agnes Källén & Amanda RedinTitle:Level: Bachelor of JournalismLocation: University of GothenburgLanguage: SwedishNumber of Pages: 39With this study we aimed to answer the following questions: has the amount of brand exposure on the Tv4 show ?Nyhetsmorgon? increased between the years 2008 and 2013? And if so, how can the increase be explained by well-recognized research in the field?The media industry is changing toward an increasingly commercial content. In television, this change is mainly caused by the growth in shows watched on the web and through time shift, which is the act of watching something on a digital video recorder, or DVR. This gives the viewer the possibility to fast forward through the commercial breaks, and therefore forces the networks as well as the advertizer to find new ways to reach consumers. Hence the plausible growth in product placement and brand exposure.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity.

Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

The purpose of this study is to examine what view librarians have on reading promotion for adults, in particular reading circles, and in which way earlier experiences, education and competence form this view. To what extent, if any, do perceptions of professional identity influence the interest to carry out some kind of reading circles for adults?Our study is based on qualitative interviews with librarians, both those in charge of reading circles in libraries and those who are not. As theoretical starting point we have used Andrew Abbott's work on theory of professions and Jofrid Karner Smidt's thesis on literary preferences and different kinds of mediation of literature. For our analysis we will also use earlier studies on the subject to place our study in a wider context.Our conclusions show that the librarians in our study have an ambivalent view on their profession and professional identity.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..

The purpose of this paper is to illustrate how librarians andteachers work together and with the help of other researchtry to understand what influences this cooperation. The studyis based on the following questions:1. These two professional groups have differentprofessional identities and work in two differentprofessional cultures. How does this affect theircooperation?2.

Goal: To describe which evaluation method is used by Swedish retailers to assess a potential retail location and to describe to what extent the retail brand effects this strategic decision. Design: Analysis of ten interviews with companies within five retail sectors in Sweden. Main study: Indication of what methods are used to evaluate a location and how a company's retail brand affects the decision. Results: Retailers use a mix of theoretical methods to evaluate the location attributes and possible profit. Most common among mixtures was an application of the analog method, residual method or the checklist method in combination with a financial assessment.

Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions.

Employer branding (som kan ses som ett företags arbetsgivarvarumärke) är ett begrepp som det under det senaste decenniet riktats mycket uppmärksamhet mot och i denna uppsats undersöks hur ett företags önskade interna employer brand överensstämmer med uppfattningen de anställda har om företaget i fråga. För att undersöka den interna uppfattningen har en kvantitativ undersökning genomförts i form av enkäter som sedan kompletterats med en kvalitativ undersökning bestående av intervjuer för att på så sätt få en djupare förståelse. Företaget som undersökts har nyligen tagit fram nya Brand Ideals som ligger till grund för deras önskade Employer Brand. Den empirska datan har tolkats utifrån de teoretiska begreppen ?värde & värdegrund?, ?företagskultur?, ?varumärke? och ?employer branding? samt tidigare forskning.

Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company.