The purpose of this thesis is to examine whether or not the publiclibraries under review can make use of Frans Melin?s strategicbranding platform to create or strengthen their Brands by meansof their programme activities. The study addresses two issues;how are the programme activities relevant to the way librariescan work with their Brands, and what potential do these librarieshave to create and/or reinforce their Brands through programmeactivities?The empirical material has been obtained through qualitativeinterviews structured around Melin?s platform. This has alsobeen used to discuss and analyse the results.

Concern about personal privacy continues to grow among online users along with the fact that new technologies help online companies to share user's private information. Still the usage of online entities such as social networks and e-commerce sites continue to increase. This raises the question of why online users act in such a contradictory and irrational way.Our study examines what impact one recently developed application called social login, which is provided by several social networks and used by millions of online companies, has on consumer's evaluation of online Brands when they are primed for various types of information concerning privacy issues. Our assumptions are built up on the theory of cognitive, dissonance and suggest that there will be no differences in evaluation of the Brands due to the human need to rationalize their existing behavior and attitudes when they receive new or contradicting information. The potential effects are measured by a manipulation presented in a survey distributed in an online environment to a sample of users (n=,154).

Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for Brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong Brands may benefit from these activities if handled the right way and the brand owner adapts it?s reaction to the content of the ad.

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.

There is a new beverage container on the market, a bottle made out of pure aluminum as a replacement for the traditional container made out of glass. This new container has the potential to reduce both cost and pollution during transportation, the lighter and stronger construction has every advantage compared to the old one in glass. The new container has every possibility to make it on the market. Some of the biggest Brands within the soft drink market already use these bottles in countries without any recycling demands like: Coca-Cola, Heineken and Pepsi. The only thing stopping these Brands from the Swedish market is the lack of a functional return system, there is only one company that uses the bottle in Sweden today and they take care of their own used bottles.

Marketing has been developed and revalued the last years. The consumer today is moreeducated and is therefore able to have higher demands. These requirements together with theincreased competition is forcing Brands to find creative ways to reach their target market.Fashion has throughout history contributed to, and been influenced by, changes in society.Through all times, people have used fashion and clothing as a way to demonstrate their socialidentity and to be accepted. Companies in the fashion industry can be successful if theydevelop Brands that attract consumers. To achieve this, companies must find newcommunication tools to reach out to the consumer, among these tools, we find the fashioneditorials.Our aim is to investigate whether product placement occurs in Swedish fashion editorials.Through our thesis we want to explore how consumers perceive the editorials and alsowhether if they are used as a marketing channel.The method is qualitative and the study is based on semi structured interviews and a focusgroup interview.

We have conducted a quantitative study investigating whether an Ingredient Branding collaboration between private label and national Brands could be executed with success in the Swedish market. The objective was to measure the consumers? response to two products from different product categories, representing hedonic and utilitarian products. We have been able to establish that by adding a branded ingredient to a private label product, one obtains a more positive product attitude as well as a higher perceived product quality and taste. The study also shows that attitudes towards the ingredient Brands were improved by the collaboration whereas the brand attitude towards the private label did not change significantly.

Cause-Related Marketing (CRM) is a marketing activity that has grown popular in the USA and studies have been carried out that explore how American consumers perceive and react to CRM. In Sweden, however, CRM has not yet found ground to any greater extent, and therefore there is limited research on how Swedish consumers react to CRM and how they perceive it. In this study, eight Swedish consumers are interviewed regarding their perception of CRM. The main findings of the investigation are that Swedish consumers fit well into a model that is based on American consumers? responses to CRM.

The purpose of our study is to examine the bloggers? influence on the brand?s image to see whether and if so in what way the blogging trend affects the Brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions;Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how Brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject.

The competition between Brands on a market has led to a differentiation of the product range and the Brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization.The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear brand identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out.

Aim: The purpose of this study is to examine and analyze how insurance companies work to create value and confidence in their Brands and then compare whether consumers perceive Brands as companies seek.Method: The study is a gap analysis of both qualitative and quantitative in nature containing both interviews with insurance companies and a survey carried out on consumers. The study has been developed by analytical induction.Data: Consists of interviews with representatives from the insurance companies and survey responses from 99 consumers.Conclusion: From the study it can be concluded that the insurance industry is unique in its kind as a difficulty and complexity is obviously applicable to convey an overall impression to the consumer, which in turn will produce a brand value to the company. Creating a high brand value through good marketing where it maintained a good congruence between firms striving and consumer perception, is according to the scientists complicated because the lack of perceived quality affects the the big picture..

The purpose of this paper is to examine the correlation between hotels, their Brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where Brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the Brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers.

Exposing products is important in the retail industry and the development is constantly moving forward. Shops usually have a special product, they want to sell more because of various reasons. How to expose that particular product sold most of there are various theories. What this report is about is a theory that seeks to stores use a "decoy". It carried out to see if this theory was still current was that three interviews took place with two store managers and a CEO for various grocery stores.

Even though provocative marketing is a widely used tool among companies to distin-guish themselves from the crowd and catch the attention of consumers, there are several variables that remain relatively unexplored. This paper aims to investigate what impact the brand has on how provocative advertising is perceived and how it affects attitudes and behavior. An experiment was conducted where several well-established measures of ad effectiveness such as brand attitude, buying intentions and word-of-mouth intentions were used to analyze the effects of brand knowledge. The results show that a provocative advert lowers attitude and buying inten-tions for the established brand while it remains unchanged for the unestablished brand. This implicates bigger freedom for unestablished Brands to elaborate with provocative elements in their marketing.

The consumer of today is bombarded by an increasing number of commercial messages, which makes it harder and harder for Brands to cut through the clutter. Because of this, new methods are developed and introduced to the market every day. One of the most widely discussed of these methods is guerrilla advertising. Even though the method has received numerous praises there are not any academic proofs supporting these arguments. The authors, of this thesis, have examined if guerrilla advertising is more or less effective compared to traditional advertising and what the reasons for the result are.