Syftet med uppsatsen; Positoinering av ett varumärke - en utmaning för Björkliden Fjällby är att kartlägga och analysera positioneringsprocessen av ett servicevarumärke. Björkliden Fjällby används som fallföretag och intentionen är att skapa en förståelse för positionering av varumärken och då i synnerhet servicevarumärken. Uppsatsen är en kvalitativ fallstudie av positioneringen av varumärket Björkliden Fjällby som ska belysa även generella aspekter för positioneringen av servicevarumärken. Teorier kring varumärken, servicevarumärken och positoinering används för att analysera empirin. Empirin består till största del av primärdata som hämtats genom intervjuer.

AbstractThe purpose of this study is to clarify and analyze the servicescapes impact on brand image and customer loyalty among general dealers. The research question that we have used in the study is what characterizes the connection between the servicescape and the possibility to maintain and strengthen the customer relation among general dealers. The study is based on a qualitative approach and we have conducted eight interviews with experts and special advisers within the field. We have chosen to focus our study on the fact the market for general dealers have changed and the demands from the customers are severed throughout the years. The servicescape consists of the physical surroundings where the service is produced, examples of factors that influence the servicescape is the employees and the customers.

The value of a good reputation for organizations is increasing today as consumers and citizens become more aware of brands. If a crisis hits an organization, there is now more to lose than before concerning reputation. Therefore the organization?s communication strategies must be developed to sustain the organization?s reputation during and after a crisis.In the field of crisis communication there are two distinguished theories which concern what an organization with help from crisis communication should do to undergo a crisis without losing its reputation. These theories are image repair theory and situational crisis communication theory (SCCT).

This thesis presents a research of Swedes view on sex tourism in Thailand. This research is showing how Swedes sees sex tourism in Thailand and what kind of thoughts they have about it. This research also shows the Swedish view on sex tourism in Thailand and how it differs from the view of the Swedish media and their opinion about the subject. Furthermore, this research shows that the view of this subject differs depending on the respondents? experience of travelling in Thailand.

In Kenya, many families subsist on agriculture and of the country's around 40 million residents 70% work in the agricultural sector. 50 % of the country's gross domestic production (GDP) comes from farming, and thus the country is largely dependent on income from this sector. Kenya's population has tripled in recent decades, which have led to that food availability is a growing problem. To ensure food security, it is important that the return from crops increases. The aim of this study is to evaluate what impact the use of fertilizers and improved seeds has for farmer?s economic situation and income generation.

Communication of sustainable development has become an increasingly important part of organisation?s corporate branding. Consumers demand more transparency from businesses and want to know more about how they work with these issues. An important part of how internal communication can be used to reach organisational success involves organisation?s employees.

The aim of this Master?s Thesis is to examine the importance of literacy and reading in a country like Jamaica. What role do public libraries and bookmobiles play in promoting literacy, and how does this work correspond with the UNESCO public library manifesto?To answer this, interviews were conducted with nine Jamaican librarians, and study visits were made to libraries and bookmobiles. In addition, development plans, policy and other relevant documents were analyzed.

AbstractThe purpose of the present study was to clarify and describe what image men and women present and communicate in their profiles on an online dating site. Further has been investigated if traditional gender roles and stereotypes are as pronounced on this online platform or if it offers a space to go beyond traditional formations. The theoretical framework of this study consisted of a social psychological idea and understanding of identity as well as a gender theoretical perspective. The methodological points of departure were hermeneutic and the data consisted of ten male and ten female member profiles on match.com. The results of the study was divided into three themes, the emphasis on positive qualities, the attractive body and project manager to one?s own life.

Turkey?s nearly fifty-year-old aspiration for admittance to the European Union took a crucial step forward with the signing of the Ankara agreement in 1996. The aim of this thesis is to examine the trade effects that evolve from the creation of a customs union. Our objective is to study how Turkey?s trade patterns adapted to the liberalized trade by examining the effects on resource allocation, specialization and welfare.

Title: Experiences of physical activity in a flat country Regular physical activity provides many chronic diseases and is an important contributor to health promotion. According to Swedish goals for public health, community planning ought to provide opportunities for exercise in all groups of the population and exercise in daily life should be uncomplicated, even in rural areas. The purpose of this study was to explore how individuals living in a flat country experienced their opportunities for exercise on a regular basis. Four semi-structured interviews were carried out with a phenomenological approach and for the analysis a phenomenological-hermeneutic method was used, resulting in two main themes and nine sub themes. The first main theme ?The reciprocal relation between physical activity and the landscape? showed that the informants experienced that they had good opportunities in the landscape for physical activity, it was easy to exercise on a regular basis, provided there was motivation.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

Nationalism during the early 20th century, was often shaped around efforts to create feelings of fellowship within the frontiers. Fellow feelings was considered as a necessity to convince the people that their efforts served mutual goals.Beginning in the 19th century, the European nations experienced a great many projects for this purpose. In the early 20th century the efforts grew. The danger of war and the competition for economic power, contributed the increase of nationalist movements. At the same time, many influential intellectuals also expressed apprehensions about the urbanized way of life; measures were necessary to secure the future success of the nation.The national movements in Sweden, played a prominent role in the creation of a greater patriotic feeling.

Syftet med studien är att få en djupare förståelse för hur användare av sociala medier förhåller sig till, och varför de väljer att följa företagssidor i sociala medier, vad de förväntar sig av dem samt hur de upplever företagens ständiga närvaro. Vi har undersökt detta utifrån en kvalitativ ansats och har använt fokusgrupper för att samla in studiens empiriska material. Fokusgruppsintervjuerna är semistrukturerade då detta anses vara lämpligt för att fånga in så mycket som möjligt av ämnet samtidigt som deltagarna får möjlighet att diskutera fritt. Det teoretiska ramverk som används i denna studie omfattar konsumentattityder, konsumentbeteende, skapande av image genom varumärken och word of mouth i sociala medier.Våra resultat visar att de största anledningarna till att deltagarna följer företag i sociala medier är för att få tillgång till information och inspiration samt ta del av underhållning. Majoriteten av deltagarna följer även företag för att få någonting tillbaka i form av tjänster, rabatter eller erbjudanden.

Syfte: Syftet är att studera diskrepanser mellan den av företaget förmedlade imagen och hur de anställda upplever arbetet inom organisationen i praktiken samt även hur de upplever själva förmedlingen. Metod: Med hjälp av individuella intervjuer har vi fastställt hur den av företaget förmedlade imagen upplevs av de anställda. Teorierna i studien har till avsikt att förklara dels image och hur image kan användas för att påverka anställda. Resultat: Diskrepanserna mellan individen och organisationen kan vara väldigt stora och många aspekter av individens identitet kan vara helt eller delvis segmenterade från organisationens identitet. Trots detta kan individen ha en positiv bild av företaget så länge det finns någon aspekt hos organisationens identitet som gör intrång på någon aspekt av individens identitet..

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.