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.

Employer Branding, eller arbetsgivarvarumärke som det heter på svenska, handlar om att rätt människor ska attraheras, rekryteras och vilja stanna kvar i ett företag. Ett starkt Employer Brand är något som har blivit allt viktigare för företagen i kampen om värdefulla andelar på marknaden.  Studier har visat att anställda som är engagerade och trivs på sitt arbete också presterar bättre, vilket leder till ökad produktion och lönsamhetsfördelar. Många företag är inte medvetna om eller uppdaterade vad gäller sitt arbetsgivarerbjudande, det vill säga den anledning som arbetsgivaren ger till nuvarande och potentiella anställda att arbeta för denne. Det kan vara svårt att fastställa vilka områden som behöver utvecklas i företaget och vilka målgrupper som bör prioriteras. Tillgängliga mätmetoder för att få klarhet gällande nuvarande Employer Brand saknas, vilket har bidragit till studiens syfte att skapa ett mätverktyg för att utvärdera ett företags arbetsgivarvarumärke gentemot nuvarande anställda.

In this essay we have approached the problem with retailer brands that copy marketing leaders to get consumers attention in the storeshelf. We have sought to explore how much a designed package would change the consumers opinion of a brand and if this effect is different depending on if the brand is a retailer brand or a market leader. Also we sought to find if this effect would be greater with a salient color on the package. We made a quantitative study and with regression analysis we found that a designed package did have effect on the consumers opinion of the brand, and that the design with the salient color made the biggest effect..

En av de senaste trenderna inom Employer Branding är att arbetstagare vill kunna identifierasig med sin arbetsgivare. I ett allt mer hårdnande arbetsklimat är det viktigt att arbetsgivareförstår vad potentiella arbetstagare efterfrågar, för att öka förutsättningarna att skapalångsiktigt hållbara relationer och minska risken för ohälsa. Studien syftar till att undersökahur ekonomistudenter kan ta ställning till huruvida de vill identifiera sig med en potentiellarbetsgivare. Detta genom att se vilka aspekter och vilken typ av information som är avgörande för deras ställningstagande. För att kunna göra detta har 12 ekonomistudenterintervjuats och studien bygger på socialkonstruktivismens definition av identitet och densenaste forskningen inom Employer Branding.

It is important for all companies to be seen on a competitive market. It?s all about positioning yourself so that you?re seen and that you?re are attractive for both customers and employees. A crucial factor to achieve this are how the brand are handle directly by the company it self and by the market. Establishing a brand on the market is not easy and it takes time to establish what the company stands for. To be able to succeed with this you need to have a strategy and a strong belief on the brand.

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.

This study was carried out at Luftfartsverket (LFV Group, SwedishAirports and Air Navigation Services), AstraZeneca and Svenska Spel. The purpose of the study was to examine and compare how these companies work towards becoming, and maintaining to be, an employer of choice. Facts were sought about the companies and their work to become an employer of choice.To get a discerning and profound picture, a qualitative method with semi-structured interviews with twelve key persons in this work was conducted. The method Interpretative Phenomenological Analysis (IPA) was used for analysis.The results showed that an amount of factors have an input on how attractive the employer is. Common were compensation and benefits, competence development, leadership, information and health-related activities.

Purpose: The purpose of this study is to investigate why Linas Matkasse has greater success in terms of market share than Middagsfrid despite the similarities of their concepts. The study will also examine potential and existing customers' image of the brands and corporate brand awareness.Method: This study is based on a triangulation in which both quantitative and qualitative methods are treated in the form of personal interviews and a questionnaire survey.Theoretical perspectives: Four theories are addressed in this study and they treat the brand from different aspects. The theories process how to create value, personality dimensions, how companies should act and strategies around brand.Empiricism: The empirical material consists of five interviews, one of which was with the brand manager at Middagsfrid. Then two interviews were conducted with consumers of Linas Matkasse and two interviews with consumers of Middagsfrid. A questionnaire survey has also been conducted.

In today's society the borders between work and leisure blurs out more and more, and just as we might bring our work home, we might as well take our leisure to work with the help of so called smartphones with constant connection to social networks such as facebook and twitter. But what happens when the small talk around the coffee machine in the workplace gets out in public spaces? Instead of complaining to my closest colleague when my boss is acting like a fool or when my workload sky rocketed, I might now instead update my status on facebook with my complaint. But what am I actually allowed to write about my employer? And has the employer any possibility to act legally in respond to what I write?For the younger generation, who more or less is grown up with these social networks, I think this demarcation can be difficult to draw and understand.In this essay I deal with the issue of whether a principle of law, such as the duty of loyalty might collide with my constitutional right to use freedom of speech against my employer..

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several brands that manufacture the same product, which means we also have to choose between these brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success.

Problem: Fo?r att skapa ett starkt Employer Brand ska arbetsgivaren inneha positiva associationer hos potentiella medarbetare, vilket bidrar till att mindre resurser kra?vs fo?r att finna den efterfra?gade kompetensen. Da? en rekommendation handlar om att yttra sig fo?rma?nligt blir betydelsen av medarbetares rekommendationer viktig fo?r fo?retagets Employer Brand. Resultaten av att anva?nda sig av medarbetares rekommendationer i rekryteringsprocessen a?r ka?nt inom forskningen.

This study deals with branding at an individual level and aims to explore what a personal brand means, what benefits that?s obtained by actively working with a personal brand, as well as the strategies and methods used in the development of it. It has also meant a restriction in choice of interviewees made to informants who are familiar with and active in the personal branding process in their daily life. The essay is based on a qualitative research approach; six people working in various occupations were interviewed by a desire to generate information from different perspectives. The result shows that a personal brand is all about credibility, authenticity, and the image you present to others.

The employer is obligated to call for negotiation on his own initiative, before he makes decisions in questions, which constitute important changes of the employer?s business or of the worker?s working conditions and terms of employment. The obligation to negotiate is reserved to the organisations, which the employer has collective agreements with. But what does the concept of important changes mean? What areas are included in the concept of important changes, according to legal framework and case law? How extensive is in fact the employer?s obligation to negotiate? The purpose of this report has been to seek answers to the above-mentioned questions, through partly describing how the employer?s obligation to negotiate has developed, and partly describing how the codes of negotiations in the Employment (Co-Determination in the Workplace) Act of 1976 are raised and applied.

The theory chapter is based on a model about brand identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have supplemented with theories about personal branding. This because the focus and theory on a person's brand identity is almost non-existent. The purpose of the study is therefore to examine how editors at fashion magazines are working with their brand identity in the personal brand and thereby create an understanding of the identity function.

AimThe aim of this study is to give a picture of how the brand of Bollnäs GIF apprehends according to the sports club, the municipality of Bollnäs, the Swedish Bandy Association and the local business owners. Following questions has been used: How does the brand of Bollnäs GIF apprehend? Which existing soft value has the brand? What does the association contribute for the community, for local business owners and for the local development? How can the association develop the brand best in the future?MethodThe study is based upon ten interviews with persons representing organization that is concerned. These are: Bollnäs GIF, the municipality of Bollnäs, the Swedish Bandy Association and local business owners. I have analyzed the results compared to selected brand theories.ResultsThe existing value of the sports club-brand is the history and tradition that lies within the brand and the communion and the commitment the sports club creates in the Bollnäs.