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.

To succeed, a word that can be interpreted in many different ways. In this thesis the authorshave highlighted the word succeed with success. There has been a case study of twocompanies, which managed to penetrate a competitive market which is still under expansion.These brands are popular and maintain a high standard. Boomerang and Vagabond are twoSwedish companies which not only managed to penetrate the Swedish market, but also aninternational market. These are two Swedish companies which started from scratch as anyother company.

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.

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..

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.

The aim of this thesis is to illustrate the content of the democratic values tolerance, personal development and political equality, in relation to the Swedish school?s systems fundamental values, and from there problematize the schools approach towards the Sweden Democrats. By using a qualitative text analysis upon the party program of Sweden Democrats, we have been able to fulfill the aim of the thesis. We have motivated and defined our chosen democracy values from the schools fundamental values and from democracy theory. With the use of an analyze schedule we have been able to go through with the interpretation and analyze of the party program of the Sweden Democrats.

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.

The purpose of this thesis was to study the importance of an artist?s personal brand from a record company and artist management perspective. We also aimed to investigate how these companies work to create and maintain an artist?s personal brand. The study conducted was a case study based on interviews with staff members of a major record company, Universal Music AB, and an artist management, United Stage Management Group AB.

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 purpose of this paper is to investigate the existence of the discipline Design Thinking in a project that aims to strengthen Sweden as a brand. The study will generate knowledge about Design Thinking, with the purpose to increase the understanding of how the discipline can be used as a strategic tool in the processes of strengthening Nation Branding. The authors have used a descriptive and qualitative approach where the Shanghai World Expo in 2010 was examined. The theoretical framework contains previous research in the field, data has been analysed in relation to Lockwood's ten principles of how an organization can become more design-minded and Anholt?s hexagon, which features the parameters that creates a country's Nation Branding.

Foods that stimulate health and satisfy consumer expectations are needed. In a consumer´s perspective, products that provide several kinds of health benefits, without any call for major changes in their behaviour are needed on the market. With this increasing interest in health promoting food product, one of the biggest challenges for the food industry is to find the conditions and right position on the market and find the opportunities to enter the market successfully. New products with added health values can be developed to cure and counter welfare diseases as in this case for diabetics type 2. Swedish food companies have a desire to respond to welfare diseases and one welfare disease is diabetes type 2. Many of them have an ambition to develop new products to respond to the growing population and find a supply that could suit their customers.