SFEHA project about a clothing Brand and a new kind of showroom that looses it´s structure during the process.But managed to find the core and produced a personal mirror of prints for a greater cause.Sfeh is the Brand with quality and humor in focus and the will to push the boundries. With prints based on free drawing and smart thinking as it´s essential base.The project resulted with a various collection with mostly T-shirts but also textile gloves and bed sheets..

Sportindustrin blir alltmer marknadsdriven. För att kunna bedriva effektiv marknadsföring blir det allt vanligare att strategiskt arbeta med att utveckla varumärken, Brand management, som man använder sig av för att genom olika kommunikationskanaler attrahera konsumenter. Många av Sveriges specialförbund arbetar idag konkret med sport Brand management. Svenska Ridsportförbundet (SvRF) har inte tidigare arbetat med sport Brand management varav syftet med denna uppsats därför är att påbörja en varumärkesutveckling genom att identifiera och beskriva SvRF:s varumärke från ett internt perspektiv samt undersöka hur förbundet genom sport Brand management kan utveckla verksamheten.  Uppsatsen bygger på en fallstudie med en kvalitativ innehållsanalys som inkluderar semistrukturerade intervjuer med anställda på förbundet. I empirin presenteras SvRF:s erbjudande, varumärke och verksamhetsmål samt några av de viktigaste faktorer som påverkar ridsportens utveckling.

Academic research indicates that critical publicity can have a detrimental effect on Brand attitudes. The negative effects have been showed to be buffered by cognitive bias elicited by strong favourable attitudes, commitment, Brand certainty and Brand identification. It has been proposed that the influence of such bias in a news reporting context should be studied, something that also is interesting from a Brand perspective. The study therefore investigated whether a well-publicised scandal in one period can lead to increased critical publicity in the coming periods. A case study of Swedish grocery chain ICA was conducted.

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.

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 empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water Brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water Brand in Skåne (Southernmost Sweden).

Bakgrund: Brand personality beskrivs i litteraturen som den uppsättning avpersonliga egenskaper som beskriver ett varumärke, genom att försevarumärken med mänskliga drag kan konsumenten lättare relatera ochknyta an till sina egna preferenser utifrån sin egen karaktär (Aaker 1997).Det var år 1997 som forskaren Jennifer Aaker (1997) kom med denförsta definitionen om Brand personality, som följde "the set of humancharacteristics associated with a Brand" (Aaker 1997, p 347).Syfte: Syftet är att förklara hur Aaker?s (1997) modell Brand personality ?thebig five? kan revideras för att passa till den Svenska kontexten.Forskningsfråga: Vilka dimensioner i modellen Brand personality ?the big five? (Aaker,1997) behöver revideras för att appliceras i en Svensk kontext?Vilka personlighetsdrag och dimensioner är unika för den svenskakontexten och behöver därmed adderas till Brand personality modellen?Metod: Denna studie har antagit en abduktivt angreppssätt, där tidigareforskning om Brand personality har varit utgångspunkt. Författarna toggrund i befintlig teori med avsikt att testa modellen ?the big five? skapadav Aaker (1997) empiriskt i en ny kontext. Till studien tillämpadesfokusgrupp (förstudie) och enkät.Resultat och slutsats: Genom studien var det möjligt att fastslå att Aakers (1997) ursprungligamodell Brand personality, inte var funktionell i den kontext som studienämnar.

Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) Brand equity påverkas av co-Branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella Brand equity.Metod - Studien utgår från Aakers modell för att mäta Brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-Branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete med en annan modeaktör valdes ut. Totalt 12 styckenstudenter från Textilhögskolan i Borås deltog i studien, fördelat över två fokusgrupper.Fynd - Studien visar att ett modevarumärkes Brand equity kan stärkas och påverkas positivt medhjälp av co-Branding.Begränsningar - Uppsatsen är begränsad till ett samarbete genomfört av två textilföretag vilketgör resultaten främst applicerbara på samarbeten inom modebranschen.

Abstract: The fashion industry is perhaps the most unpredictable one where change occurs very rapidly. In order to be attractive and interesting in this competitive industry, a Brand must constantly be up to date and differentiated from other Brands to attract the consumers. This has given rise to an increasing growth of Brands that cooperate for marketing reasons and more specifically, clothing retailers that perform designer collaborations with exclusive designers to create limited collections.Studies describing the effects of those collaborations on the retailers Brands are rare and especially from a consumer perspective. Since H&M has been a pioneer in designer collaborations and has done it more times and for more years than any other retailer we have conducted our study on their case. Our intention was to investigate how the designer collaborations have affected the Brand equity and image of H&M, if the collaborations have increased the willingness to pay for H&M's other ranges and if they have affected H&M's ability to extend its Brand to higher price segments, through an experimental study.

Through this study we want to enlighten how different companies work with their internal Branding and how well they succeed in this process. We also want to examine if there are any differences in this work depending on the companies market position. Following question is used to investigate this process;- In what way and how well are companies working, depending on market position to implement and maintain their work with the internal Brand?For the study a theoretical model was created based on our existing theory. The model contains three main variables; create, communicate and uphold; i.e.

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.