Syfte: Redogöra för eventuellt användbara teorier då vi undersöker varför Handelsbanken samt Swedbank har valt att marknadsföra sig som de gör.Metod: För att uppnå vårt syfte har vi valt att ha en kvalitativ utgångspunkt i vår uppsats. Primärdata har samlats in genom personliga intervjuer med anställda på både handelsbanken samt Swedbank. Sekundärdata har samlats in från litteratur och vetenskapliga artiklar.Teoretisk referensram: Den teoretiska referensramen har byggts upp kring relevanta teorier och modeller som har anknytning till profilering av marknadsföringsstrategier.Empiri: Primärdata har samlats in genom personliga intervjuer med kontorschefer på handelsbanken och ansvarig personal för marknadsföringsavdelningen i Swedbank, alla intervjuer har genomförts i Stockholm.Resultat: Det resultat som har nåtts efter att uppsatsen har avslutats är att Handelsbanken marknadsför sig lokalt samt att Swedbank marknadsför sig genom stora kommunikationskanaler för att nå ut till alla konsumenter..

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

Abstract Title: PR consultants and bloggers; a win-win situation? -  A study of PR consultants? new adaptations in the labour market due to the emergence of fashion bloggers. Authors: Cecilia Girell, Sandra Kjellstro?m Tutor: Ylva Ekstro?mPurpose: With the expansion of the Internet, fashion bloggers have gotten more power. A few companies have understood this powerful and reasonable cheap marketing channel. Despite this, most companies still feel powerless, but what has happened to the work of PR consultants in this constant changing media environment? The ones whos purpose is to act as intermediaries between companies and various media channels.

The study´s purpose is to identify how their communication affects their brand. The study will be made trough the perspective image, the values and associations which the target audience have about the County Council. The study has two question formulations: Which parts in the County Council's communication affect their brand? How does the residents in Värmland's image about County Council's look like? The study is based in Balmers 6C's of Corporate Marketing. There´s also some organizational communication added  to the study.The two methods has been used in the study, qantitative survey's and qualitative interviews.

Title: Time to renovate ? The effect of communication on the relationship between company and customer in a change situationCourse/subject:Busniess administration, Leadership, 15hpAuthors:Fredrik Elghag, Ossian OlssonTutors:Ingemar WictorKeywords:The Million Programme, Communication, Relationship Marketing, Tentant, Landlord.Problem formulation:How does communication affect the relationship between company and customer in a change situation?Purpose:Examining how different parts of a communication process affects customers trust, commitment and loyalty to their company.Theoretical framework:The starting point for the study?s theoretical perspectives have been Morgan and Hunt?s (1994) previous studies on relationship marketing and Laswell?s (1948) communication model.Methodology:The paper is performed with a qualitative research approach and a deductive approach to answer the research question. Personal interviews were conducted with four employees in real estate companies and two tenants in each company stock.Conclusion:We have found that communication affects the relationship between company and customer. Tentants have experinced credibility of businesses is important for them to have a confidence and loyalty in the relationship. .

The purpose of this essay is to examine and compare the news covering of Swedens three biggest cities (the metropolitan areas) and their surrounding areas with the covering of the rest of the country (the provincial areas) in two daily national newspapers, Aftonbladet and Dagens Nyheter. The aim has been to answer the following questions:- What amount of the news coverage in Aftonbladet and Dagens Nyheter concern the metropolitan areas compared to the provincial areas, and how do these two newspapers differ in the news covering of these areas?- Is there a difference in the news articles size and content, depending on weather they concern the metropolitan or the provincial areas?- How has the balance between news concerning metropolitan and provincial areas changed over the recent 20 years?The theories used in this study are News values, the media commercialization and Popular Journalism, and The Agenda Setting Theory. The method that has been used is a Quantitative Content Analysis.Despite the essays hypothesis, that the news coverage in the two newspapers would be dominated by material from the metropolitan areas, the result showed that a majority of the examined articles concern the provincial areas. It also showed that Aftonbladet has a bigger percentage of provincial news than Dagens Nyheter.

The purpose of this thesis is to examine how five public libraries reason about the use of social media in their day-to-day work. This thesis aim to answer three research questions: What is the libraries use of social media today? How do libraries look upon their own use of social media? And have the libraries formulated any goals about their use of social media, and what are their thoughts on this? The methodology used in this thesis is a content analysis of the libraries social media and a questionnaire interview which was sent by mail to all of the libraries involved. The theoretical framework for the thesis is a model developed by Jochumsen, Hvenegaard Rasmussen and Skot-Hansen.The results of our study shows that the room of meetings, from the theoretical framework, are the most represented in the content of the social media used by the libraries. The libraries find that social media is a good way to connect and communicate with their users, but they feel that the time they spend on their social media is not enough.Our study also shows that most of the libraries have not formulated any goals for their use of social media, and that they do not have any intentions to do so..

The increased specialisation and complexity in products and services has created the need for Swedish companies to focus more on their core businesses. This has resulted in them opting to buy services and products that lie outside of their core business from consultancy businesses or other types of suppliers. When companies describe their offers in internal and external marketing it is done often in terms of company or service attributes that are not based on customer value or offered value for the customer. The reason for this is that companies have not adapted their services to the different needs of their customers. As a result of this, they run the risk of offering the same services as their competitors and communicate values that the customers either do not understand or experience as value adding. By using the theory on the data collection from the case company we have an understanding and shown how the customer values can be developed from a service company?s internal and external prerequisites and competitive advantages.

The aim of this Master thesis is to investigate the similarities and differences between a traditional and a new classification scheme. Two classification systems are compared, "The Swedish Library Classification System" the SAB-system - and Yahoo!. The SAB-system has been used in Swedish libraries since the beginning of the 20^th century, and Yahoo! has been online since 1994. Yahoo! has a Swedish version of its international original, which is used in this study to get a similar starting point with the SAB-system. The method used for this is a content analysis, which in this case is not a quantitative analysis.

The purpose of this essay is to study the process of developing electronic subject guides for the Internet. Our focus is the content, structure and layout of the subject guide. The study has resulted in a number of guidelines that may be of help in the development of future subject guides. To achieve this purpose we have studied the existing subject guide at one of the faculties of the University of Lund, Sweden. We performed a series of interviews with the originators, and made a questionnaire for the users.

The business cycle of the wood flooring branch is currently high however that situation may not be sustainable. In a possible future weaker business climate, the importance of marketing becomes accentuated for firms that aim to maintain their sales levels. We can see trends that competition among the Swedish and foreign manufactures is already stepping up. The intent of this study is to establish marketing guidelines for floor- and molding manufacturers, so they can establish a clearer brand image in DIY retail outlets. By comparing the approach of sports- and DIY stores to brand and product placement, this study aims to bring new knowledge to the DIY branch for improved consumer and product handling.

Packaging has had little impact in marketing literature. Research has focused on a single transaction approach. Lately researchers are looking at packages as a tool for brand building purposes. Thus, the focus is moving towards a multiple transaction approach, where packages can affect the consumer also after the purchase. For a range of goods extrinsic cues has been shown to have stronger effect on consumers' evaluation than intrinsic ones.

In this Bachelor?s essay we discuss whether eWOM (electronic word-of-mouth) is perceived as advertisement or as normal information, which is not influenced by any company, on the platform Facebook. The information which we were interested in is the one spread by normal users, and user?s perception of it. To find our results we have conducted a study in which we have used the method interview, which gives qualitative results.

The purpose of this bachelor thesis was to gain a deeper understanding of and examine how library blogs are realized at public libraries together with the views among librarians regarding the realization of library blogs.The questions we wanted to answer were: ? How is the library blog realized at the public libraries in this study? ? What are the views among the librarians in this study regarding the realization of the library blogs?The analytical model in this thesis is Connie Crosby?s six steps on how libraries successfully can realize their blogs. Four of the six steps were selected: planning, implementation, marketing and measures of success. The methodology used for this study was semi-structured interviews. Two interviews were conducted with three librarians that have partial responsibility of their respective library blogs.The results of the study show that the process of the library blog can look different in different libraries, and that the respondents had clear views on how the realization of a blog should be done.

Most swedish newspapers have a homepage where their news are presented. Existing guidelines describing how to write for the web often recommends you to keep it short and stay objective. But how about longer pieces of content presented in the print version? What will become of reports, interviews and essays as we?ve come to know them as the printed newspaper goes digital?Interviews with representatives of five swedish newspapers shows that the extent to wich content is being published on the web is connected to the overall purpose of the web presence. The fact that many newspapers does not publish longer pieces of text on the web rather seems to be an economic issue, than a matter of good readability.Past studies shows that longer pieces of text may well work on the web, if the reader?s interest is big enough.