The purpose of this report is to develop a visual identity and a Brand book for the company Yakobs Ram & Reklam (Yakobs Frame and Advertising). To answer the question of how a Brand book should be designed for a company that manage several businesses within one Brand a qualitative approach including a case study has been conducted.This qualitative method included research on Brand building, logotypes, colour, design and typography and interviews with the company Yakobs Ram & Reklam and three representatives from the advertising agencies Anfang and Jerhammar & Co.In order to develop a Brand manual for a company with several businesses, the study revealed that there should be a main logo where the secondary logos, consisting of the various components of the company, are linked by colour coding. In addition, the study has shown that the key elements to include in a Brand book are the use of the logo, colour, typography, visual style and profile products including brochures and business cards. These findings form the basis of the Brand manual and are the result of this work. As the amount of previously known facts regarding the construction of a Brand book are scarce, the choice of method has been crucial and the data generated can be generalized and applied to new similar cases.

The paper investigates the role of packaging within Brand management of FMCG food companies and their attitude towards packaging. This study enhances the understanding of how FMCG food companies actually work and strive to work with packaging..

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and Brand-attitude, and that is what our essay is about.

The purpose of this essay was to examine the packaging design´s communications related to the colloquially Brand's symbolic capital and how they became meaningful through experience and perceptions that led to the identification processes in the consumer society. There were eight interviews of snuff users who became my main collections materials. My theoretical framework was discourse psychology´s emphasis on language and Bourdieu´s concept provided important tools in the analysis of the material.I could highlight that packaging design and the Brand had influenced the informants and given them symbolic beliefs and what it meant to sniff a certain Brand. Color, Brand awareness and price were crucial in choosing where the informants attributed themselves the cans symbolic values to their identity. It could be inferred high and low status perceptions based on stereotypes in the design itself..

Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-Branding partner in order to use co-Branding as a strategic Brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Marketing, Strategic Alliances, Affinity Partnering, Co-Branding, Consumer-Brand Relationships Empirical data: Interviews with expert consultants and company representatives (adidas, BMW, BMW MINI, Diesel, H&M, Opel, Philips, Sharp, Volkswagen) Conclusion: Partner selection depends decisively on the different co-Branding aims and incorporates the crucial step when using co-Branding as a tool for strategic Brand activation. The co-Branding aim and the corresponding partner lead to various types of relationships, which, in this study, are anthropomorphized to connect the world of marketing and Branding to real life. Fashion and design Brands have proven to be particularly eligible as co-Branding partners for Brand activation due to their innovative and trend-oriented nature..

Uppsatsens huvudsakliga syfte är att öka förståelsen för hur varumärkeskapitalets dimensioner påverkas av en nedåtgående vertikal Brand-extension. Med en kvantitativ metod och en experimentell undersökning, med 440 svarande studenter, har vi belyst området. Experimentet baserades på en fiktiv lågprislinje för ett starkt varumärke inom dagligvaruhandeln, i vårt fall Uncle Ben?s. Den teoretiska referensramen kommer från områdena varumärkeskapital och Brand-extension.

Authors: Tobias Nilsson & Vedad LjeljakSwedish title: A case of a football club?s Brand. En fallstudie om en fotbollsklubbs varumärke, ?Kall hjärna, varmt hjärta och rena händer?AbstractPurposeThe purpose of our study is to understand Brand building of a Swedish professional football club. MethodThe method that has being used in the essay is a qualitative study where we have used semi constructed interviews to create a deeper understanding for Brand building in a football club.

Consumer involvement in the product development process, co-creation, is being practiced by numerous companies. Previous research has investigated how consumer participation in co-creation affects consumer attitude. However, little is known about how co-creation affects the attitudes of the observervers of co-creation. The effect of observed co-creation on consumer attitude should be important when deciding whether to apply co-creation or not, as the observing consumers make up a larger part of the consumer collective than the participating consumers do. The paper at hand aims to investigate how observed co-creation affects consumer attitude and purchase intentions.

The purpose with this essay is to study how companies use the repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions:What reasons are there for a company to initiate a repositioning?, What does it mean for companies to implement a repositioning?, What are the risks with a repositioning?We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with Brand repositioning. Our study has been implemented with and deductive character.The most important conclusion that we observed after implementing our study is that repositioning is a high-risk project. Instead of changing their entire Brand image, companies should instead make small changes and revitalize the Brand by developing the strength that already exist.

Branding is becoming increasingly important to companies within the B2B-sector and they put a lot of effort and capital to develop and strengthen their Brands. One way of working with Brands is through ingredient Branding. An ingredient Brand is an alliance between two Brands where the ingredient Brand is applied on a host Brand and works as an ingredient on the product. The purpose of ingredient Branding is to create competiveness, differentiation and to create quality associations. Ingredient Brands can be divided into emotional and functional categories.

The purpose of this essay is to increase the understanding of how the management´s core values reflect the Brand´s profile and image. To be able to fulfill that purpose, we used three problem statements that questioned how consumers, retailers and the employees of the company Kosta Boda perceived the Brand. To accomplish this, we used a qualitative method. We started collecting theories about the topics: Brand, image and profile that gave us a good foundation to build our qualitative interviews on and to increase the understanding for the topics. To collect imperical data, we interviewed consumers, retailers and employees at Kosta Boda both by email, phone and face-to-face interviews.

The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the Brand or product that is product placed. We therefore examine how product placement in computer games affects players' recall of and attitude towards the Brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

Service Branding is a subject that has been excluded from the traditional Branding theory. Our main purpose with this paper is to distinguish what characterizes service Branding. To do this, we have looked in to both service marketing theory as well as Branding theory. We have also looked at the existing theory concerning service Branding. Six qualitative interviews have been performed to explain what characterizes service Branding.

This study is about how a swedish Brand within the food industry that experiences a crisis following a product failure. It focuses on three areas following the crisis and these are crisis management, recovery strategies and Brand management. This study seeks to explain how these areas interact in relation to massive exposure to mass media and how they interact restore the Brand's potential loss of reputation. This study was conducted as a case study with a deductive and qualitative approach. The data gathered to this study was mainly based on newspaper articles and complemented with semi-structured interviews with twelve local retailers of the Brand..

Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong Brand clubs have to put a lot of work into marketing, not only of their own Brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their Brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their Brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their Brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger Brand and better the marketing communication.