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..

This study examines how the Swedish state has communicated security, threats,and citizen responsibility to the population through different versions of thebrochures ?If Crisis or War Comes?. Drawing on securitization theory and UlrichBeck?s theory of the risk society, the study analyzes how threat perceptions, protected referent objects, and the role attributed to individuals have changed overtime. The analysis is based on a deductive qualitative content analysis of sixbrochures published in 1943, 1952, 1961, 1989, 2018, and 2024.The findings demonstrate a clear transformation in the construction of threats,shifting from a predominant focus on conventional military conflict during theSecond World War and the Cold War to a more diversified threat landscape in thetwenty-first century, including societal disruptions, propaganda, cyber threats,environmental risks, and pandemics.

Purpose/Aim: The aim of this paper is to find out how the new media landscape and new communication channels is altering how companies and organizations can reach out with their messages. The aim is also to shine light on the different trends within advertising today and also to discuss the Tivo-effect ie. that consumers are doing whatever possible to avoid advertisements.Material/ Method: I have used a qualitative research method where I have interviewed a number of people working in advertising in Sweden. The paper also includes material from books, article and various websites.Main results: In order for advertising agencies to create successful advertisement and to generate positive associations around a certain brand, it?s crucial that the advertisement is relevant for the target group.

Bakgrund: Kompetensf?rs?rjningen ?r en stor utmaning f?r den svenska sjukv?rden, i samtliga av landets regioner saknas specialistsjuksk?terskor och det ?r brist p? erfaren personal. Kompetensbristen kan utg?ra ett hot mot patients?kerheten. Trots att satsningar g?rs f?r att fler sjuksk?terskor ska specialistutbilda sig ?r det inte tillr?ckligt m?nga som g?r det. Syfte: Att unders?ka grundutbildade sjuksk?terskors inst?llning till att specialistutbilda sig inom kirurgisk v?rd. Metod: En fokusgruppsstudie med 16 grundutbildade sjuksk?terskor fr?n kirurgiska avdelningar p? ett universitetssjukhus i Sverige.

Futurum.kom is a collaborative marketing project with the aim of strengthening the internal organization of Länsbibliotek Sydost, Regionbibliotek Kalmar and the 25 public libraries within the southeast region. The project intends to externally build the brands of the public libraries in Blekinge, Kalmar and Kronobergs län. This thesis is a study and evaluation of the implementation and results of Futurum.kom?s first campaign "Låna dig rik" at a public library. The analysis is based on the following issues:? What goals does the library have with the "Låna dig rik"-campaign.? What is the feedback from the staff's experience of the users in terms of needs and demands?? In which way does the library choose to implement the marketing campaign and what role do the users have in this process?? What is the internal performance of the library's marketing campaign, what was the experience of the staff of the campaign?? What is the external result of the library's marketing campaign?The method is based on a case study of a single library, with a series of interviews and document analysis of written and electronic documents.

In this study we are seeking to discover the norms in the design of logotypes and how they havechanged over time. To achieve this we have chosen to analyze the logotypes of twenty companies withthe largest expenditure on advertising in Sweden. We mapped chosen design attributes within the logoto discover the similarities and then we selected the five oldest brands to analyze how their logos havechanged over time. The design changes in the logotypes over time is can be related to the changingattitudes of the general public and the designers ambitions to draw on convention to create iconic designthat will spark brand-recognition. However many changes can?t be directly explained through changesin convention.

The purpose of this essay is to analyse and understand how branding can take place in a football organisation. Football clubs have for a long time been seen as non-profit organisations but since money have become a main factor also in football these days the organisations are more or less turning in to commercial businesses. Football organisations have for many years neglected the assets of actively contributing values to their brand. Despite that branding doesn't seem to be seen as important in football organisations as it is for real companies who spend a fortune of money on building strong brands, which makes us curious to find out how this approach can be developed also in football. We are also interested in what the characteristics are and which underlying factors that determines the choice of a football brand.

The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

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.

Bakgrund: M?nga patienter drabbas av v?rdskada i samband med kirurgi. F?r att minska risken att patienten drabbas av skador beh?ver operationssjuksk?terskan och ?vriga teamet ha goda kommunikationsf?rdigheter f?r att teamarbetet ska fungera. Alla yrkeskategorier har ett gemensamt ansvar f?r patienten och ska systematiskt arbeta f?r att f?rebygga v?rdskador. Operationssjuksk?terskans titel ?r skyddad och en stor del av professionen ?r att arbeta f?rebyggande mot komplikationer under operation.

Syftet med denna studie var att bidra med kunskap om kriminalv?rdares upplevelser av sin arbetssituation och de utmaningar och stressorer de m?tte i sitt arbete. F?r det andra var syftet att unders?ka vilka strategier som anv?ndes av kriminalv?rdare f?r att ta sig an dessa utmaningar och stressorer. Empirin f?r studien bestod av sex semistrukturerade intervjuer med kriminalv?rdare som arbetar p? ett h?kte i Sverige.Vi anv?nde oss av en kvalitativ metod med en abduktiv ansats. Studiens resultat visade att stress relaterad till personalbrist och h?g personaloms?ttning var central i kriminalv?rdares arbete.

The modern beauty market is concentrated with intense competition where cosmetic brands fight to stay on top. A popular method in order to gain sales and increase margins is to influence existing customers to buy more with the use of suggestive selling. The purpose of this paper, was to further examine the different effects of suggestive selling with the use of complementary versus non- complementary goods in the form of customer satisfaction, customer view of the service encounter, as well as success in sales. In addition, the influence of the customer's purchase amount on the tendency to buy an extra product in a suggestive selling situation was examined. The study was conducted through the use of a field experiment with the support of surveys in 'The Body Shop'.

Event marketing has during the last decade become a wide spread marketing method. This is because the marketing clutter has increased heavily during the past years and brands are looking for new ways to reach their target audience. The previously well accepted marketing measurement "satisfaction" has shown tendencies no longer to be sufficient for success in today's competitive marketplace. Therefore, the research has somewhat moved to the measurement "brand love" to explain differences in strategic consumer behavior. That is the background to why this report examines and answers the question if a brand through event marketing can enhance brand love.

Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSverige medverkade i experimentet.Undersökningen visade att varumärken med belöning eller bestraffning har tydligaeffekter på deltagarnas memorering av varumärken.

Sammanfattning I dagsl?get f?r h?llbarhetsinformation mer utrymme i f?retags h?llbarhetsrapportering ?n f?rut, men l?g j?mf?rbarhet f?rsv?rar investeringsbeslut. D?rf?r antog EU CSRD, vars syfte bland annat ?r att ?ka harmoniseringen av h?llbarhetsrapportering. N?r CSRD inf?rlivats fullt ut i EU- medlemsl?nderna kommer fler f?retag successivt bli skyldiga att f?lja direktivet. Syftet med denna studie ?r att beskriva svenska noterade bolags f?rberedelsearbete inf?r CSRD, samt vilka faktorer som ligger bakom de beslut som tagits och hur det p?verkar f?retagen.