The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

The aftermath of colonization, culture diversity and the recognition of the ownidentity - living in a country which has the role of a former colonizer has got consequences in the multicultural French society. These consequences can be seen studying the politics, the education and the history of that country. In this bachelorthesis I discuss the aftermath of French colonization with a focus on how the French cultural identity can be explained in defining colonialism in French lawmaking. The aim is to understand the definition of the own cultural identity from a postcolonial perspective and what meaning the multicultural society has for this definition. This is an issue which can be seen in politics as well as ineveryday life, and to make an understanding of it, I study how French politicians are representing their country's role as a former colonizer in a postcolonial era.

The purpose of this thesis is to explore what possibilities Swedish public library has to work with and promote integration. The possibilities are examined on the basis of internal requirements of integration, the role of public library in the civil society and its policy documents. Further, the thesis examines what Swedish National library politics could contribute to this particular field. The experience of integration politics shows that a genuine commitment from all parts of the society is required in order to build an integrated society. The part of a society that public libraries are closest to and have the greatest impact on is undoubtedly the civil society.

In the past years the traditional donors of development assistance have been increasingly aware of changes in the donor landscape. This as emerging economies like China and India has undergone a transition from recieving aid to becoming emerging donors. By identifying and comparing ideas, beliefs and interests pursued using foreign aid between so called emerging and traditional donors, the greater purpose of this thesis is to take a closer look at the alleged changes in the world order. The starting point is Goldstein & Keohanes framework of the impact of ideas and interests in foreign policy and the one of K.J Holsti about institutions as markers metrics of change. The results show that there is no vast difference in interests but a detectable difference in the ideas behind foreign aid.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them.

The aim of this masters thesis is to examine how daily encounters between the Danish public libraries and the library-users called ethnic minorities are described within the public library field. Danish public libraries have been assigned to play a larger role in societys strive towards integration of immigrants and refugees. Within Danish politics I find an emphasis on the importance of maintaining Danish culture, but it is rarely expressed if ethnic minorities are, can or should be a part of it. Theoretical and methodological starting points are hermeneutics and text-analysis. My theoretical framework is research about international migration and ethnic relations IMER.

Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing.

The role of cultural policy within the general political planning of a community can vary both historically and regionally. The aim of this study has been to explore the cultural policy plans, during the 1990's, in the recently formed geographical region of "Västra Götaland". This is a qualitative study, carried out during 1999, and based upon structured interviews with five representatives of the cultural-policy sector in the "Västra Götaland" region. In order to identify connections and tendencies in a more general social context the aims of the five representatives regarding cultural policy have been explored from the perspective of three cultural policy paradigms, namely Dorte Skot-Hansen, Olav R. Spilling and Göran Nylöf.

The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

Most of us sometimes in life visit a restaurant to relax and eat some good food. In that case, we trust that the food they are serving is of good quality and safe which prevent food poisoning. As a consumer you mostly do not have any insight what?s happening in the kitchen at the restaurant. What is really going on when they prepare the food? An introduction of the Smiley system could help you as a consumer in the choice of restaurant.

In advertising, the target has traditionally been aimed towards the product?s advantages.Today the trend is that the advertisers want to create a restless and unsatisfied consumer. Theconsumer on her part is not trying to achieve a goal with her consumption, but experiences theconsumption itself as a goal. Because of this the consumer demands a fast and variedselection.In order to sell their products the companies must create a non-existent need amongst theconsumers. Therefore it is very common in advertising today to use emotions instead ofinformation to attract the customers.

The purpose of this essay has been to describe and compare the personal qualities that the Swedish newspaper Dagens Nyheter (DN) tried to associate Barack Obama and John McCain with during the American presidential election campaign 2008. The main question to be answered is: What social and physical characters as well as what personal experiences, interest and resources did DN tried to emphasize regarding John McCain and Barack Obama during the American presidential election campaign 2008. The theoretical starting-point has been John B Thompson?s theory of the mediated publicity and John Corner´s theory of political persona and spheres of action. Various DN news texts, in all 38 articles, have been examined by content analysis from 25th of august to the 4th of November.

This study deals with the concept of ?integration?. Starting from the concept of reality as socially and linguistically constructed, it is an attempt to see how lingual constructions and perceptions affect the official structures of society and vice versa. The main purpose is to compare the different meanings integration has in a sociological context and in a political one. Further, the purpose is to see how the relationship between the sociological and political concepts affects the integrational work in the Swedish County Administrative Boards, and which consequences these effects might have.

The concept of sustainable development is a challenge that demands cooperation from all levels of society for it to be successful. The focus for this thesis is how politicians within the local councils understand the concept of sustainable development and how they implement it in political decision-making.The basis for the study is a questionnaire that was distributed to 303 local politicians in three municipalities of varying size in Southern Sweden. The study concentrates on departments within the local councils that are directly connected to the Swedish environmental law and the Swedish planning and construction law. One of the primary goals with the aforementioned laws is the achievement of sustainable development within one generation.The outcome of the study was that over half of the local politicians could correctly define sustainable development according to the World Commission on Environment and Development?s (WCED) definition.

Title: GMO Food ProductsThe issue of marketing and selling them in Europe - A Business and Legal Perspective.Author: Shane KingSupervisors: Anneli Carlsson and Ewa RabinowiczProblemThe European Unions regulations in regard to GMO?s and the approval process for both release into the environment, and onto the market, has been under fire by the USA along with Canada and Argentina. The WTO has ruled on this issue in favour of USA et al.The problem that was identified was in regard to consumer opinion in the EU. How could the EU meet its numerous international trade obligations while at the same time meetingthe needs of the citizens of the Union? Added to that was the issue of whether or not the?EU? perspective was indeed an EU perspective or rather the perspective of a fewMember States.