The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

SFEHA project about a clothing brand and a new kind of showroom that looses it´s structure during the process.But managed to find the core and produced a personal mirror of prints for a greater cause.Sfeh is the brand with quality and humor in focus and the will to push the boundries. With prints based on free drawing and smart thinking as it´s essential base.The project resulted with a various collection with mostly T-shirts but also textile gloves and bed sheets..

Sportindustrin blir alltmer marknadsdriven. För att kunna bedriva effektiv marknadsföring blir det allt vanligare att strategiskt arbeta med att utveckla varumärken, brand management, som man använder sig av för att genom olika kommunikationskanaler attrahera konsumenter. Många av Sveriges specialförbund arbetar idag konkret med sport brand management. Svenska Ridsportförbundet (SvRF) har inte tidigare arbetat med sport brand management varav syftet med denna uppsats därför är att påbörja en varumärkesutveckling genom att identifiera och beskriva SvRF:s varumärke från ett internt perspektiv samt undersöka hur förbundet genom sport brand management kan utveckla verksamheten.  Uppsatsen bygger på en fallstudie med en kvalitativ innehållsanalys som inkluderar semistrukturerade intervjuer med anställda på förbundet. I empirin presenteras SvRF:s erbjudande, varumärke och verksamhetsmål samt några av de viktigaste faktorer som påverkar ridsportens utveckling.

Academic research indicates that critical publicity can have a detrimental effect on brand attitudes. The negative effects have been showed to be buffered by cognitive bias elicited by strong favourable attitudes, commitment, brand certainty and brand identification. It has been proposed that the influence of such bias in a news reporting context should be studied, something that also is interesting from a brand perspective. The study therefore investigated whether a well-publicised scandal in one period can lead to increased critical publicity in the coming periods. A case study of Swedish grocery chain ICA was conducted.

The purpose of this essay is to investigate how consumer advertising has an effect on other groups than the intended, the so-called extended audience of advertising. Previous research shows that consumer advertising can influence investors and employees of a company as well as affect the attractiveness of a company as a potential employer. In addition, research shows that more perceived cognitive effort in advertising results in positive signaling effects for consumers. This study aims to further build on these concepts in order to gain additional understanding of how consumer advertising can influence extended audiences. More specifically, it examines if more (versus less) effort in advertising can improve the future prospects on the labor market for an employee of the advertising company, by looking at recruitment consultants as an extended audience.

AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

AbstractMaster thesis of one year in Business Administration, Swedish Business School at Örebro university,Marketing, HT 2011.Authors: Grunér, Linus and Malm, Ludwig Tutor:Pia Lindell Title:Brand building and creating relationships ? A study of a small business in the B2B market Keywords:Brand building, business relationships, SME, B2B. Problem:How does a small business in the B2B market work with brand building and creating relationships? What critical factors can be identified regarding the process of relationship-building and brand building within the context of a small business in the B2B market? Research objective:The purpose of this study is to use existing research to create understanding for how a company in the B2B market is working with relationship-building and brand building. The study also aims to identify any critical factors concerning the process of relationship-building and brand building.

The empirical data that lies behind this survey comes from field work between 1992 and 1995. This field work represents work I made myself as a sales-man for the company, Malmberg Original Water. The task was to implement the Malmberg mineral water brand on the restaurant market of the South-Swedish area. Our aim was to reach the upper-scale, premium market of restaurants. The mission was successfully completed, and at 1996 we had completed the position as the most exclusively positioned mineral water brand in Skåne (Southernmost Sweden).

Bakgrund: Brand personality beskrivs i litteraturen som den uppsättning avpersonliga egenskaper som beskriver ett varumärke, genom att försevarumärken med mänskliga drag kan konsumenten lättare relatera ochknyta an till sina egna preferenser utifrån sin egen karaktär (Aaker 1997).Det var år 1997 som forskaren Jennifer Aaker (1997) kom med denförsta definitionen om brand personality, som följde "the set of humancharacteristics associated with a brand" (Aaker 1997, p 347).Syfte: Syftet är att förklara hur Aaker?s (1997) modell brand personality ?thebig five? kan revideras för att passa till den Svenska kontexten.Forskningsfråga: Vilka dimensioner i modellen brand personality ?the big five? (Aaker,1997) behöver revideras för att appliceras i en Svensk kontext?Vilka personlighetsdrag och dimensioner är unika för den svenskakontexten och behöver därmed adderas till brand personality modellen?Metod: Denna studie har antagit en abduktivt angreppssätt, där tidigareforskning om brand personality har varit utgångspunkt. Författarna toggrund i befintlig teori med avsikt att testa modellen ?the big five? skapadav Aaker (1997) empiriskt i en ny kontext. Till studien tillämpadesfokusgrupp (förstudie) och enkät.Resultat och slutsats: Genom studien var det möjligt att fastslå att Aakers (1997) ursprungligamodell brand personality, inte var funktionell i den kontext som studienämnar.

Uppsatsen har som syfte att studera om, och i så fall hur, Employer Branding- tekniker tar sig i uttryck vid tre valda av författarna tidspunkter. Employer Branding används av en organisation för att framstå som en attraktiv arbetsgivare. Vi har studerat platsannonsers bild och text, och åren som berörs är 1996, 2005 och 2014. Platsannonserna är hämtade från Dagens Nyheters platsannonsuppslag och summeras totalt till 60 platsannonser, fördelat jämnt på dem tre årtalen. Vi har valt att kategorisera materialets Employer Brandings komponenter i fyra delrubriker -materiella och immateriella erbjudanden, organisationskultur och organisationsimage.

Den fundamentala resursen i en kunskapsekonomi är humankapital och jakten på denna resurs tar sig många olika utryck. Många näringslivsaktörer knyter starka band till universitet och högskolor för att positionera sig som attraktiva arbetsgivare för att rekrytera kompetenta medarbetare. Två begrepp som aktualiseras i denna kontext är Employer Branding och talent management. Denna studie undersöker hur företag inom revision och rådgivningsbranschen engagerar sig på svenska universitet och högskolor utifrån de två koncepten. Frågor som hur och varför de engagerar sig i en akademisk kontext undersöks utifrån en kvalitativ ansats och 10 intervjuer har genomförts med personer med god insyn i företagens relationer med akademin.

The Employment Protection Act (1982:80; LAS) is one of the cornerstones of the labour law that regulates the relationship between employer and employee. The central rule as stated in 4 § LAS is valid for an indefinite term. LAS is a semi-optional law in accordance with 2 § LAS which facilitates deviation from the central rule.Temporary employment is dealt with in 5 and 6 §§ LAS, regulations and collective bargaining agreements. The purpose of the legislative change on July 12007 was to simplify the use of temporary employment and to make the law more predictable and easier to interpret. The previous law was unnecessarily difficult for the employer to know when to put into practice.

Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) brand equity påverkas av co-branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella brand equity.Metod - Studien utgår från Aakers modell för att mäta brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete med en annan modeaktör valdes ut. Totalt 12 styckenstudenter från Textilhögskolan i Borås deltog i studien, fördelat över två fokusgrupper.Fynd - Studien visar att ett modevarumärkes brand equity kan stärkas och påverkas positivt medhjälp av co-branding.Begränsningar - Uppsatsen är begränsad till ett samarbete genomfört av två textilföretag vilketgör resultaten främst applicerbara på samarbeten inom modebranschen.

Abstract: The fashion industry is perhaps the most unpredictable one where change occurs very rapidly. In order to be attractive and interesting in this competitive industry, a brand must constantly be up to date and differentiated from other brands to attract the consumers. This has given rise to an increasing growth of brands that cooperate for marketing reasons and more specifically, clothing retailers that perform designer collaborations with exclusive designers to create limited collections.Studies describing the effects of those collaborations on the retailers brands are rare and especially from a consumer perspective. Since H&M has been a pioneer in designer collaborations and has done it more times and for more years than any other retailer we have conducted our study on their case. Our intention was to investigate how the designer collaborations have affected the brand equity and image of H&M, if the collaborations have increased the willingness to pay for H&M's other ranges and if they have affected H&M's ability to extend its brand to higher price segments, through an experimental study.

The main purpose of this essay is to study the Swedish labor law concerning employees who are, aspire to be, or are expected to become parents, both men and women. Thereby accomplishing a gender perspective on the issue at hand. The study also take in to account the laws issued by the European Union, and their impact on the Swedish law system, so as to gain an international perspective. The laws regarding parental leave, both Swedish and European, involve protection for workers from being treated in a less favorable way than someone in a comparable situation, as employers are forbidden to disfavor any employee or job-seeker in basically all situations in the work place or in a recruiting context, if the disfavor is in any way related to the parental leave. The only situation where an employer is allowed to disfavor an employee regarding his or her parental leave, is if the disfavoring is a necessary consequent of the employee?s absence.