The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

Abstract Title: PR consultants and bloggers; a win-win situation? -  A study of PR consultants? new adaptations in the labour market due to the emergence of fashion bloggers. Authors: Cecilia Girell, Sandra Kjellstro?m Tutor: Ylva Ekstro?mPurpose: With the expansion of the Internet, fashion bloggers have gotten more power. A few companies have understood this powerful and reasonable cheap marketing channel. Despite this, most companies still feel powerless, but what has happened to the work of PR consultants in this constant changing media environment? The ones whos purpose is to act as intermediaries between companies and various media channels.

Something that is common to all people is that everyone is in need of food. However, people may differ about the choice of brand and the motives for the purchase. In the essay enables the reader to study if the purchasing behaviour may differ between the sexes, which also respond to the essays purpose. The purpose of this essay is to identify and describe any differences in buying motives of convenience goods between the sexes in a student population. In order to answer the purpose of the essay a study on ICA Maxi were conducted on 20 students from the University of Karlstad, ten women and ten men.

The study´s purpose is to identify how their communication affects their brand. The study will be made trough the perspective image, the values and associations which the target audience have about the County Council. The study has two question formulations: Which parts in the County Council's communication affect their brand? How does the residents in Värmland's image about County Council's look like? The study is based in Balmers 6C's of Corporate Marketing. There´s also some organizational communication added  to the study.The two methods has been used in the study, qantitative survey's and qualitative interviews.

Title: Time to renovate ? The effect of communication on the relationship between company and customer in a change situationCourse/subject:Busniess administration, Leadership, 15hpAuthors:Fredrik Elghag, Ossian OlssonTutors:Ingemar WictorKeywords:The Million Programme, Communication, Relationship Marketing, Tentant, Landlord.Problem formulation:How does communication affect the relationship between company and customer in a change situation?Purpose:Examining how different parts of a communication process affects customers trust, commitment and loyalty to their company.Theoretical framework:The starting point for the study?s theoretical perspectives have been Morgan and Hunt?s (1994) previous studies on relationship marketing and Laswell?s (1948) communication model.Methodology:The paper is performed with a qualitative research approach and a deductive approach to answer the research question. Personal interviews were conducted with four employees in real estate companies and two tenants in each company stock.Conclusion:We have found that communication affects the relationship between company and customer. Tentants have experinced credibility of businesses is important for them to have a confidence and loyalty in the relationship. .

Målet med denna studie är att framställa en modell för sannolikheten för skred i Cuenca del Arga i Navarra, Spanien, med hjälp av GIS och oskarp logik. Utifrån denna modell framställs en karta som visar områden där det finns sannolikhet för skred. Övergripande har metoden skett i fyra steg. Först har en skredindexkarta framställts, sedan har medlemsfunktioner skapats utifrån dessa med hjälp av skredriskparametrar. De ingående parametrarna har varit sluttningsvinkel, topografisk fuktighetsindex, avstånd till vattendrag, jordmån och markanvändning.

The increased specialisation and complexity in products and services has created the need for Swedish companies to focus more on their core businesses. This has resulted in them opting to buy services and products that lie outside of their core business from consultancy businesses or other types of suppliers. When companies describe their offers in internal and external marketing it is done often in terms of company or service attributes that are not based on customer value or offered value for the customer. The reason for this is that companies have not adapted their services to the different needs of their customers. As a result of this, they run the risk of offering the same services as their competitors and communicate values that the customers either do not understand or experience as value adding. By using the theory on the data collection from the case company we have an understanding and shown how the customer values can be developed from a service company?s internal and external prerequisites and competitive advantages.

The business cycle of the wood flooring branch is currently high however that situation may not be sustainable. In a possible future weaker business climate, the importance of marketing becomes accentuated for firms that aim to maintain their sales levels. We can see trends that competition among the Swedish and foreign manufactures is already stepping up. The intent of this study is to establish marketing guidelines for floor- and molding manufacturers, so they can establish a clearer brand image in DIY retail outlets. By comparing the approach of sports- and DIY stores to brand and product placement, this study aims to bring new knowledge to the DIY branch for improved consumer and product handling.

In theory, the logic behind partnerships is simple: All organisations have strengths, but no organisation has all the strength required to do everything. Triggered by global perspectives and challenged by sustainability objectives, the United Nations Conference on Environment and Development (UNCED) in Rio de Janeiro in 1992 pointed out needs for corporate responsibility. In this conference, Private-public partnership, PPP, was identified as a potential way to work towards sustainability, especially as a way to emphasize a corporate responsibility commitment. Nowadays, organizations exist to satisfy the needs and interests of all their stakeholders, such as customers, markets, shareholders, as well as secondary stakeholders such as media, NGOs, and society at large. Addressing all stakeholders and working towards a sustainable business development makes PPP a potential solution, but also a source of challenges.

European cities of today are under the challenge to find ways to stay competitive and flourish in a rapidly changing world, where the old patterns of centrality and periphery not necessarily holds true. New and improved communication networks, a changed political geography in Europe, and the globalisation of not only the financial and industrial markets but also to a certain extent the globalisation of people, have all led to great challenges for cities and regions.In a changed spatial reality the classic monocentric models are challenged by newer models of urbanisation. The polycentric urban region is one such model which has been used to describe urban regions like the Randstad in the Netherlands and the Rhein-Ruhr region in Germany. Regions which lack the single dominant central city of the monocentric models of old, and instead shows a high degree of more equal-sized and sometimes more specialised cities in regional cooperation. The polycentric urban region is in that aspect a possible model for how other urbanised regions in Europe may act to be able to position themselves as attractive urban regions and regional hubs in the European urban network.Polycentric urban regions are not a universal solution, though.

Katternas AB-blodgruppssystem består av blodgrupperna A, B och AB. Blodgrupperna nedärvs dominant och A-allelen är helt dominant över B-allelen. AB är troligen en tredje allel som är dominant över B och recessiv till A. Blodgrupp A definieras av att N-glykolylneuraminsyra uttrycks på erytrocyterna och blodgrupp B av att N-acetylneuraminsyra uttrycks. Blodgrupp AB definieras av att båda neuraminsyrorna uttrycks tillsammans på erytrocyterna.

In this Bachelor?s essay we discuss whether eWOM (electronic word-of-mouth) is perceived as advertisement or as normal information, which is not influenced by any company, on the platform Facebook. The information which we were interested in is the one spread by normal users, and user?s perception of it. To find our results we have conducted a study in which we have used the method interview, which gives qualitative results.

High housing- and construction costs is a fact in Sweden today. Prices on building materials more rapidly than producer price index for industrial goods. Prices tend to rise during market boom but does not adapt during diminishing demand. The effects of fading demand can rather be deduced through discounts and quotations. During 1992-1998 when the Swedish construction sector found it self in severe crisis the prices of construction materials kept rising more rapidly than PPI for industrial merchandise.

The purpose of this bachelor thesis was to gain a deeper understanding of and examine how library blogs are realized at public libraries together with the views among librarians regarding the realization of library blogs.The questions we wanted to answer were: ? How is the library blog realized at the public libraries in this study? ? What are the views among the librarians in this study regarding the realization of the library blogs?The analytical model in this thesis is Connie Crosby?s six steps on how libraries successfully can realize their blogs. Four of the six steps were selected: planning, implementation, marketing and measures of success. The methodology used for this study was semi-structured interviews. Two interviews were conducted with three librarians that have partial responsibility of their respective library blogs.The results of the study show that the process of the library blog can look different in different libraries, and that the respondents had clear views on how the realization of a blog should be done.

Ambush marketing kan kortfattat beskrivas som en marknadsföringsstrategi där någon associerar sin produkt eller sitt företag med ett stort idrottsevenemang utan att ha betalat någon sponsringsavgift. Fenomenet har fötts och utvecklats i takt med en allt mer sofistikerad sponsringsmarknad där sponsorer givits exklusiv rätt att utnyttja den goodwill som förknippas med ett evenemang. I Sverige finns ingen reglering som specifikt tar sikte på ambush marketing eller stora idrottsevenemang. Istället är varumärkes- och marknadsföringsrätten av enskilt störst betydelse. Internationellt har dock flertalet länder infört s.k.