The climate at the labour-market in Sweden today means that students who have recently passed their examinations find it quite difficult to find work. The competetiveness calls for a strategy to find advantages in the employment process. The strategy explored in this thesis is called personal branding. We believe that by building a strong personal brand you can increase the possibilities to influence the decisions of those responsible for recruitments in our society. The question we ask ourselves in this essay is how to build a personal brand with the power to give students a competetive advantage in the employment process.

The purpose of this research aims investigate whether front line personell are brand carriers who can affect the customers brand experience. This present study focuses on commercial fitness centers in Kalmar. Like brands, training is taking part in people?s everyday lives; fitness centers are offering the customer a wider range of group training.This thesis is based on a qualitative approach whereby eight interviews have been carried out with two members of the board and six employees of the front line. Additionally, this thesis is also based on three focus groups with four customers, representing the majority of each fitness centers.The research findings highlight that the front line employees are very important as they are seen as the brand; therefore the front line employee?s personality and behaviour will influence the customer?s view of the brand.

Bakgrund: Alumninätverk är ett nätverk för tidigare anställda på ett företag eller för examinerade studenter från högskola eller universitet. Alumninätverk är ovanligt i Sverige, men i USA jobbar företagen aktivt med detta. I avslutningsskedet av en anställning kommer alumni in som en del i Employer Branding processen då ett företag vill behålla kontakten med sina före detta medarbetare.Syfte: Syftet med föreliggande studie är att få fördjupad kunskap om de för- och nackdelar som företag upplever med att inrätta alumninätverk och vilken effekt det får när ett företag inrättar ett alumninätverk.Metod: För att uppnå syftet med denna uppsats har jag genomfört en kvalitativ undersökning där jag intervjuat ett konsultföretag inom området alumninätverk för att erhålla ett expertutlåtande och fyra företag som idag driver alumninätverk för sina tidigare anställda.Slutsats: Alla företag jag har intervjuat är överens om att fördelarna med ett alumninätverk är många. Bumerangrekryteringsmöjligheten, ambassadörskapet, affärsnätverket och möjligheten att utveckla en kundkontakt i framtiden är fördelarna som främst tas upp. Min slutsats är att fler företag bör börja arbeta med alumninätverk för jag tror att generation Y kräver en strategisk Employer Brandprocess där alumni är en viktig del.

The purpose of this thesis is to investigate the employees´ duty of loyalty to their employer when making statements on social media networks and if this opposes the employees´ right to freedom of speech. Another purpose of this thesis is to investigate freedom of speech from an EU juridical point of view. Also a discussion concerning gender issues on this subject takes place is presented in the thesis. The questions to answer the purpose of this thesis are the following: Where is the line drawn for what an employee can publish on a social media network without breaching their duty of loyalty towards their employer?, and How does an employee´s freedom of speech relate to these types of statements on a social media network? The method used for this thesis is the classical legal method.The legal inquiry shows that duty of loyalty is a hidden clause in all employment contracts, and it must be respected by the employee.

Product development is essential for all companies that want to survive in competitive markets regardless of the characteristics of the product that the company sells. Companies that sell products within product categories which can be seen as bad, also need to develop their products in order to remain competitive. If these bad products add a positive attribute, for example that they get organic, a contradiction within the product arises and they get incongruent. This thesis investigates which effects that follow a launch of an incongruent product. The thesis also examines if these effects are affected by the strength of the brand under which the product is launched.A total of 240 respondents participated in an experimental study where product incongruity was manipulated for two different product categories, where one well known brand and one unknown brand were examined in each category.

The purpose of this thesis is to through brand communication and Red Bull?simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull.

Cause-Related Marketing (CRM) is a marketing activity that has grown popular in the USA and studies have been carried out that explore how American consumers perceive and react to CRM. In Sweden, however, CRM has not yet found ground to any greater extent, and therefore there is limited research on how Swedish consumers react to CRM and how they perceive it. In this study, eight Swedish consumers are interviewed regarding their perception of CRM. The main findings of the investigation are that Swedish consumers fit well into a model that is based on American consumers? responses to CRM.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study.

AbstractBackground: Countries can be seen as brands (nation brands) with brand values that transmitto the country?s products. Country-of-origin (COO), the brands nationality, links the productto an associative network of cultural shared national stereotypes. Through associating thebrand with a country or a region, the credibility of the brand can increase and strengthen thebrand. Therefore COO is used in marketing to position a brand.Purpose: The purpose of this study is to examine how luxury fashion brands communicatetheir national identity through analyzing their advertising.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication H 2 Consumers are enough affected of a company?s marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building brand equity the marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty.

Executive summaryThe aim of this study is to examine how the favourability and brand exposure of Norwegian has been damage by their supplier, Boeing 787:s, problems concerning the aircraft Dreamliner. The theoretical framework underlies the content analysis that has been used to operate the study. In total the empirical data rise up to 623 articles that has been collected and analysed from the media archive Retriever. Compares to before and after Boeing 787:s problem with the Dreamliner, the results indicates that the favourability of Norwegian in the Swedish media landscape during the problems was negatively affected. The results also show that there was no increase in brand exposure for Norwergian during the problems.

The purpose of this study is to investigate how the Swedish laws regulate the proactive work of employers to prevent employees from getting sexual harassed or harassed on the basis of sex. The purpose is also to investigate how employers are supposed to handle employees whom have been sexual harassed or harassed on the basis of sex. Sweden has a segregated labor market which means that women and men tends to select different professions. This leaves marks on the equality for women and men, which also has effect on the fact that women and men are being harassed in the workplace or situations associated with the work. By investigating genderresearch I am hoping to find out why more employees get sexual harassed or harassed on the basis of their sex in segregated professions.The definition of sexual harassment is unwanted behavior that alludes on sex, and thereby violates the person?s dignity.

The competition for customers in today?s society is growing rapidly. Companies invest a great amount of time and recourses to establish and preserve a strong brand. Repositioning is a process that today is necessary for virtually all brands at some point during its lifetime and is about to change a customer's perception of a brand name, by changing its associations. The goal is to create a new, stronger position for the existing brand.

Syftet med den här studien är att göra en nulägesanalys på Attendo Care för att undersöka hur de i dagsläget arbetar med att presentera sig som en attraktiv arbetsgivare. Vidare ska studien undersöka hur Attendo Care kan arbeta i framtiden för att attrahera och behålla kompetenta medarbetare.Teori/Tidigare forskning Om ett företag kan säkerställa att dess värderingar även delas av de anställda förbättras de senares hälsa och företagets lönsamhet (Edwards 2010:5). En organisations attraktivitet som arbetsgivare benämns Employer Branding (Backhaus & Tikoo 2004:501). Enligt Barrow och Mosley (2005:4) handlar Employer Branding om de fördelar en anställd får tack vare sin anställning. Dessa fördelar kan vara funktionella, ekonomiska och psykologiska.Metod I studien användes kvalitativ metod med semistrukturerade intervjuer som tillvägagångssätt för insamling av material.

Background: Around the world, markets deregulates, which leads to increased competition. Meetings between the consumer and the employees of a company determine how the customer perceives the company and / or its brand. This has result in that many companies have realized the importance of internal using the same marketing skills that are used externally. In 2009, pharmacy market went from being a monopoly market to be a regulated competitive market.Problem: Is there any internal conditions for a private company, whose culture and structure was formed under a state monopoly, to create a strong corporate brand?Purpose: The purpose of this paper is to, through a case study, analyze and evaluate the internal marketing in a company which has undergone a change of ownership and retained the same staff.Method: Through interviews with key personnel and staff , data was gathered for the case study, which means that the method is qualitative.