The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands..

Den här uppsatsen bygger på en fallstudie av ett callcenter i en pågående organisationsförändring och ett medvetet arbete med Employer branding. Syftet var att undersöka vilka internkommunikativa strategier som bolaget använt sig av i inledningsfasen av organisationsförändringen samt det medvetna arbetet med Employer branding. För att få svar på syftet bygger undersökningen på tre frågeställningar samt vilar mot ett ramverk som tar upp teorier och tidigare forskning i ovan nämnda ämnen. För att få svar på frågeställningarna har en omfattande e-postenkät genomförts hos organisationens ledningsgrupp samt en enkätundersökning bland övriga organisationsmedlemmar. Resultatet visar att ledningsgruppen har lyckats väl med att skapa en förståelse för organisationsförändringens syfte, vision och målbild hos dem som varit delaktiga i uppstartsfasen men att en hög personalomsättning kräver att informationen upprepas för att skapa en förståelse hos alla.

Syftet med vår studie är att öka förståelsen för hur personer inom HR arbetar strategiskt med Employer branding för att attrahera och säkerställa behovet av ingenjörer samt hur arbetet påverkar organisationens utveckling.Vi har genomfört en kvalitativ studie med hermeneutisk ansats och har intervjuat sammanlagt sju respondenter från tre olika ingenjörsföretag. Utifrån intervjuerna kunde vi genom hermeneutisk analysmetod kombinerat med tematisk analysmetod utvinna fyra huvudteman med tillhörande subteman.Resultatet visar på att företagen arbetar proaktivt med att attrahera och skapa intresse för ingenjörsyrket. Det har framkommit att värderingarna utgör en viktig del för att differentiera företag på arbetsmarknaden och att dessa bör integreras i företagens Employer branding arbete.Vidare visar studien att arbetet med Employer branding ska gå i linje med företagets affärsstrategi och mål och att det ska genomsyra hela organisationen. .

With this essay we want to enlighten the problems to match the brand image an enterprise has with their determination of prices. The purpose with this study is to examine how customers apprehend when cloth enterprises extend their brand in the same category. Further we want do identify how this kind of brand extension can affect the position on the market the enterprise has. Thereby we want from incumbent relevant theories develop factors which enterprises ought to take into consideration at the time of a brand extension in the same category..

This study examines how the local rescue services relate to the brand of the rescue service and the concept of brand management. To understand the attitudes against the brand and brand management, empirical data, theoretical modelling of brand and current laws have been discussed together in a try to get an overview how the rescue services practically works with the brand. The study results are based on a questionnaire survey and qualitative semi-structured interviews. The survey was sent to employees working with the communication of the rescue service. The interviews were held with two employees working with the communication of the rescue service and two fire chiefs.

Allt fler företag använder sig av Employer branding för att skapa konkurrenskraft på arbetsmarknaden, vilket beskrivs som hur ett företag arbetar med sitt arbetsgivarvarumärke. Arbetsgivarvarumärket innebär de uppfattningar och associationer som nuvarande och potentiella medarbetare har av en arbetsgivare. Ett begrepp som kan kopplas ihop med Employer branding är det psykologiska kontraktet, vilket kan förstås som uppfattningen om ömsesidiga åtaganden mellan individen och företaget. Denna uppsats är indelad i två delar varav Studie 1 handlar om vad som kännetecknar framgångsrikt Employer branding, medan Studie 2 berör arbetsgivarvarumärket och psykologiska kontraktet. Datainsamlingsmetoderna som användes var fokusgrupper och semi-strukturerade intervjuer.

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers? view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image.

Uppsatsens syfte är att beskriva tre stora företags arbete med externt Employer branding utifrån företagens perspektiv. Uppsatsen inleder med att förklara innebörden av uttrycket, som syftar på att potentiella arbetstagare i dagens samhälle ser efter företags varumärke som arbetsgivare och vad det förmedlar. Vidare påvisas faktorer som bidragit till att Employer branding blivit så viktigt. I nästa avsnitt behandlas tidigare forskning kring strategiskt varumärksuppbyggnad samt kring emplyer branding. Utifrån behandlad forskning och uppsatsens syfte konstrueras en analysmodell som påvisar de faser och processer som företag går igenom i sitt arbete med det externa Employer brandet.

Bergslagens Sparbank as well as other independent(fristående) sparbanker have discoveredthat some of their customers can not separate them from Swedbank. Some customers maythus believe that they are the same bank. This study seeks factors that may contribute to thisproblem, and measures that can counteract. We refer to this problem as brand confusion andmainly have our focus on factors derived from brand alliance, but also from the companyitself and the banking industry. We use a qualitative method where we collect empirical datafrom interviews with four sparbanker.

A challenge faced by marketers is to make their products stand out in today's cluttered marketplace. Recently, a new approach to attract attention has been observed - brands communicating their products by making fun of other brands. This way of parodying a competitor, or even an unrelated brand, is a risky but potentially effective way to increase attention. Brand parodies walk a fine line between being humorous and clever, or coming off as offensive. Furthermore, parodying another trademark poses legal considerations.

Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences. Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done.

Today, branding is not a phenomenon but rather a prerequisite for a brand to be able to both survive and grow stronger. During the last couple of years, personal branding has come to be an established term, just like corporate branding. With the growth of the social media and the thousands of ways to interact with each other personal brands face great competition. It is more difficult than ever to maintain a strong brand, partly because of this. There are several growth options for brands.

The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study.

The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand.We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze.As an association it is of outmost importance to disseminate the association?s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners.

In today?s society, people do not solely purchase a product for its promised use. Instead, a brand is purchased and along with that brand comes a variety of associations. The associations of a product?s brand are what contributes to the added value that, according to this study, is what distinguishes a brand?s power.