The aim of this thesis is to investigate how a valuation of a company preceding an acquisition can be affected by the fact that a strong Brand is attached to the target company. Techniques to value a company and theories of Brands are well developed, but the link between them is partially missing even though the needs to value Brands have increased. A case study of five Swedish acquisitions is conducted to identify possible complicating and simplifying factors and how these are handled in the context of a valuation of an acquired company with a strong Brand. Important findings are that a decreased volatility of future earnings can lead to more accurate prognoses and valuations due to the existence of a strong Brand. A strong Brand can, on the other hand, also make the valuation of the target company more difficult due to the fact that it is a subjective asset which increases the overall risk of the company.

With the fast development of Internet and the e-commerce during the last decades, retailers are now introducing online stores. This has been adopted as a common strategy within the industry and the phenomenon seems likely to increase over time. Theory based on Brand extension is used in this study to explain the effects on Brand attitude and the link with willingness to pay when a traditional retailer introduces an online store. We execute an experimental study in order to investigate the effects where we use the offline- and online channel as well as two Brands with different strengths as independent variables. Results show that Brand attitude and its link to willingness to pay transfers to the online channel.

Social networks have become an important factor in today?s society. Companies as well as individuals are using these platforms to interact with one another on a daily basis. This phenomenon has mostly been acknowledged by companies on B2C markets where these social network sites are being used to communicate their Brand. On B2B markets however, the usage of these platforms have not been as optimistically implemented.

Abstract -                     Much better sauce! - A study of Brand loyalty for Lohmanders Date:                             5th June 2013Level:                           Bachelor thesis in marketing, 15 ECTSInstitution:                   School of Economy, Society and Technology, EST                                      Mälardalen University Authors:                       Sara Meijer                               Julia Åberg                                      20th February 1990                   26th April 1990Title:                             Much better sauce! ? A study of Brand loyalty for LohmandersTutor:                           Finn Wiedersheim-PaulKeywords:                   Brand, loyalty, consumer behaviorResearch questions:    Which significance has the Brand for the consumer when buying fresh sauce?                                       How loyal are the consumers to the Brand Lohmanders?                                      How does Brand loyalty arise among Lohmanders customers?Purpose:                            The purpose with this thesis is to research consumer?s Brand loyalty to fresh sauce and to analyze how Brand loyalty arises regarding the Brand Lohmanders.Method:                       The theoretical framework used in the study is based on theories of consumer behavior, Brands and loyalty. The quantitative study consists of a poll. To complement the study a focus group interview and a company interview have been held.  Conclusion:                        The study showed that the Brand has significance for the consumer to a certain extent. The Brand can though have an unconscious effect on the consumers since most of the purchases are made by habit.

The purpose of this thesis was to examine how to build a personal Brand and how to use this Brand. The method used was a case study with personal interviews. The persons who were interviewed was Jan Carlzon and Peter Wallenberg Jr, two of the most important persons in the Swedish business industry. The study has shown that the person as a Brand creates benefits and can gain opportunities if used in the right way..

The purpose of this thesis was to examine the relationship between Brands and music in TV-commercials. We investigated why companies use music in TV-commercials to affect their Brands and how music affects the Brand?s image. We also investigated how companies choose music genres for their TV- commercials. A case study based on interviews was conducted with four informants from SAAB, Lowe Brindfors, Riviera and Catt & Co.

This essay in how to create a Brand identity is a result of a case study of the Spanish mobilephone company Xfera and their new Brand ?Yoigo?. Our object was to identify the critical variables in the process of building a Brand identity. To achieve this we collected data about the company through several interviews with respondents with good insight in the company. The critical variables that we obtained by analyzing the interviews are presented in an empirical driven model.

When discussing nation Branding, there are three perspectives that correlate with each other: National Identity, Nation Brand Identity and Nation Brand Image. This thesis explores the nation Branding of Sweden, and describe the three perspectives with a focus on Sweden. When comparing how the perspectives are comported with each other, there is the possibility of gaps existing when one perspective does not comport with another. We have compared our empirical material on the different perspectives and looked for possible gaps..

Subject: This paper is about Brand Extension and if the process differs when a company extends its Brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their private Branded mobile phonesPurpose: The purpose of this paper is to analyze how companies use Brand extension from service to product as a part of their Brand extension strategy.Method: A literature study was done in the Brand extension area, but also in the area of Brands to have a deeper understanding for the subject. A qualitative study with interviews was combined with a quantitative survey study. On the basis of the theories we could analyze the collected data and fulfill the papers purpose. Results: Important features and differences in services and products were identified and the importance of a strong Brand identity before an extension.

Without being aware of it, cognitive processes continuously take place in our heads. We are forced to fill in the information gaps that we meet in our everyday life in order to create an understanding and to form a whole, and that?s where the importance of inference comes in. To create inference implies creating meaning from something that is not explicitly given. Having knowledge about this process offers great possibilities, while not taking it into account may involve risks.

The main question in this thesis has been to see how the Brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the Brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the Brand, because of the sponsorship power to help the association to build and strengthen the Brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the Brand, which can be seen among the sponsorship partners.

This research examines the effects of creative store window displays of fashion Brands in enhancing recall, attitudes, intentions and Brand associations. A comparison has been made between high-end and low-end Brands, creative versus non creative store window displays to identify differences in effects. The theory applied in this study has been used from creative advertising effects due to the lack of relevant research in store window display effects. Therefore this study is a contribution to the research of store window effects. The method used in this study compare fashion high-end Brand with fashion low-end Brand by placing the products in the store window display where the creativity has been manipulated.

Purpose: The purpose of this study is to examine how a company with a single Brand is perceived as uniform, as well as how they use internal Brand building to reconcile various competing actors within one Brand. Furthermore the aim is to examine how staff, through internal Brand building processes, perceives and identifies themself with the values of the common Brand. Method: A case study with method triangulation was conducted at Nordiska Kompaniet department store in Stockholm. Quantitative data through a questionnaire survey with employees combined with two observations. Qualitative data was given through an email interview with a responsible manager of digital channels and PR from NK AB.Theories: This study has used the following theories; Destination marketing, Corporate Brand, internal Branding, corporate identity, corporate culture, Brand value, service Brand values, Brand citizenship behaviour.Conclusion: This case study of NK has shown that internal Branding building in a department store is a comprehensive work, which all involved must have a unified perception and understanding of the Brand, in order to successful unite under one Brand.

Background: A strong Brand is becoming an increasingly important factor when surviving on a competitive market. A strong Brand can therefore be considered a strategically important resource. The relationship between a Brand's strength and its distribution can decide the future of a Brand in the long run. Lifestyle Branding is becoming a more popular way of differentiating ones Brand from the competition. Purpose: The purpose of this thesis is to identify factors which according to the lifestyle Brand owners are central when measuring the strength of a Brand.

To dress in used clothes is no longer considered as unfashionable. The acceptance of thesecond hand market has increased over the years. Vintage clothing has becomefashionable because you get the opportunity to create your own individual style. Vintagehas been given status. It has become a trend.