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.

Syftet med denna uppsats är att bidra till forskingen om konsumenters beteende kring varumärken. Det bidrag som denna uppsats ger till tidigare forskning är att den identifierar ett samband mellan konsumentens behov av varumärken (Need for Brand, NFB), varumärkesupplevelse (Brand Experience) och varumärkstillknytning (Brand Attachment). Detta sätts även i relation till varumärkeseffekter som tillfredställelse (Brand Satisfaction), lojalitet (Brand Loyalty) och viljan att betala ett premium pris för varumärken (Premium Price). Genom att kartlägga sambandet mellan dessa tidigare utforskade variabler skänker denna uppsats ett större djup till tidigare varumärkesforskning.NFB är ett område som det idag finns begränsade forskning om. Genom att belysa NFB i relation till de andra variablerna, lyfter uppsatsen konsumentens perspektiv i sammanhanget samtidigt som den betonar vikten för att företag också tar hänsyn till konsumentens behov.

In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and Brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the Brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the Brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

The purpose of this thesis is to increase the understanding on how market leading pharmaceutical companies in Sweden limit the market share decrease when these companies patent expires. In order to respond to the purpose, two research questions have been asked: how do pharmaceutical companies deal with market strategies prior to the expiration of a patent: and how the market strategies is used when a patent has expired and as a consequence, generics entered the market. A case study was implemented based on two interviews with a Brand manager and a therapy area manager within the company Pfizer AB in Sweden. The results suggest that pharmaceutical companies implement strategies in numerous ways which differs substantially from the theories, this having to do with Swedish legislation. The main aim with the execution of the strategy, before and after patent expiration is not to limit a decrease in market share hence, rather to retain the pharmaceutical companies strong Brand image.

Effekter av samhällets säkerhetsarbete (ESS) är ett femårigt projekt som finansieras av myndigheten för samhällsskydd och beredskap. Denna rapport är en delstudie inom ESS och behandlar frågeställningar inom delområdet deponiolyckor med fokus avseende Brand.Arbetets mål är att redovisa vilka förutsättningar och förhållanden som är vanliga före, under samt efter bränder på deponier, att identifiera svaga länkar och förbättringspotentialer i det förebyggande Brandskyddsarbetet, samt att lämna förslag till förbättringar inom området.För att kunna nå upp till målen har författarna genomfört litteraturstudier och tre fallstudier, i form av platsbesök och intervjuer, av deponianläggningar som har varit drabbade av Brand. Vid urvalsprocessen av vilka anläggningar som skulle studeras ställdes två kriterier upp. Dessa var att Branden inte var äldre än två år och att omfattningen varit betydande. Efter urvalsprocessen fastslogs att fallstudier skulle ske på Storskogens avfallsanläggning i Oskarshamn, Heljestorp avfallsanläggning i Vänersborg och Häringetorp avfallsanläggning i Växjö.De slutsatser som har dragits är att bränder på deponianläggningar är något som sker relativt ofta i Sverige idag och dessa leder till att en mängd miljö- och hälsoskadliga ämnen bildas.Nivån på det skadeförebyggande och skadebegränsande arbetet med avseende på Brand skiljer sig åt mellan de tre studerade anläggningarna.

This essay reviews the situation for small actors in the Swedish clothing industry. In this essay we assume that loyalty is a requirement for survival on the competitive clothing market. Four small actors have been analyzed up on theories on loyalty, Brand equity, relationship marketing, service marketing, quality, interactive marketing, distribution and value creating activities. The chosen actors are Fifth Avenue Shoe Repair, Boutique Sportif, Jenny Hellström and Ida Sjöstedt. The conclusion of the essay is that it is possible for small actors on the Swedish clothing market to build loyal relationships with their customers.

Background: Increasing globalization has changed the business environment and also resulted in increased awareness of the consumers and demand for higher standards of social responsibility. The companies Brand strategies has gain in importance in order to strengthen their Brands. A part of a company's CSR, CRM, cause-related marketing, which is a relatively new marketing strategy and created when companies choose to partner with charities and market it. Garment/clothing industry has as many others come to be shaped by the effects of globalization, but has also endured heavy criticism over the years. This criticism is largely because of the outside world's reaction to the exploitation of developing countries.

The main drivers of luxury consumption is to obtain prestige and status, therefore the possibility of visible consumption of products is a key dimension of the product. Typical examples of luxury goods include cars, handbags and watches. These are consumed in the public arena where the possibility to show off the product and the Brand is the greatest. When examining luxury products and what drives men and women to pay premium prices for a Brand and for a logo, a fascinating finding is that there are products that fundamentally lacks these attributes, but which are considered to be classic luxury products. An example of this is perfume.

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.

I denna studie avser vi att undersöka hur varumärken, främst de korporativa, kan förstärkas genom tillämpning av de olika country of origin strategierna i företagens varumärkesbyggande. För att uppfylla vårt syfte har vi valt att utföra en kvalitativ undersökning av två fallföretag. Vi har samlat data till empirin i form av intervjuer, butiksobservationer, hemsidor samt diverse nedskriven dokumentation. I analysen tolkas sedan empirin i skenet av teorier kring varumärkesbyggande och country of origin. Genom att tillämpa effekterna av country of origin kan företag på ett effektivt sätt förstärka sitt varumärke.

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.

The purpose of this essay is to analyze theories about positioning that will create an image of the positioning process, which we later on shall benchmark with other companies way to position their Brand. By this, we want to obtain a well-documented work on how Luma Metall AB should work with the positioning on its Brand in the future. This essay is based on a qualitative method that is characterized by an abductive approach. The empirical materials we have gathered through interviews with 5 selected persons that are well experienced on the subject have given us important information. We have come to a conclusion how a small company in a B2B market can position itself.

A crisis situation that has been more commonly occurred in the industry of conveniencegoods lately is the product related crises which thereby has become a challenge for everymarketer to handle. As the negative publicity tend to enlarge the crisis and spread to thecategory as a whole, it's not only important to have a crisis management to handle crisesconcerning the company itself. But also to be ready to make the best out of the situationwhere the company is threatened to get infected by the negative effects caused by acompetitor.When companies get the chance to make a response on the negative publicity on theircompetitor, as well as the category, through media, the question is - shall they act And howshall they act Which response is the most effective to send out to get out of involvement, notget infected by negative spill over's or even - to make the valenced comparison a way togenerate positive effects and gain market share The purpose of this paper is thereby to find the optimal strategy for an organization in theindustry to handle their competitor's crises through a pronouncement in media. Anotherpurpose to address is whether the Brand strength is moderating the effects from the differenttypes of responses tested in this study. This purpose aims to find guidelines depending onthese moderating effects.The paper commodiously, strongly supports that there are beneficial effects to be generatedfrom making a response in either positive or negative direction in oppose of actively choosingnot to make a pronouncement at all.

The purpose of this thesis is to analyze green marketing and green Brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company?s choice of green strategy.

This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle Brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area.