A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

AbstractAim: The aim of this essay has been to study how the Swedish church has created the image of their religious activity through media. This has been by studying the three commercial campaigns launched by the Swedish church during the years 2000, 2001 and 2003. Questions asked are: How has the Swedish church chosen to profile it self? Which discourses can be recognized in the campaigns? Which messages has been communicated through the campaigns? How has these discourses created the image of the Swedish church?Method: The methodological framework is critical discourse analysis inspired by Norman Faircloughs? three-dimensional model. Thirteen images all part of the campaigns are analysed using a semiotic method.

Avsikten med studien är att beskriva vilka problemområden som kan uppstå vid skillnader mellan varumärkesidentitet och image hos ett köpcentrum. För att undersöka detta har vi valt att studera hur Galleria Duvan i Karlstad arbetar med sin varumärkesidentitet. Därefter har vi undersökt hur konsumenterna uppfattar denna identitet och vilken image denna organisation har hos dem.För att genomföra våra studier har vi använt oss av en kvalitativ metod där de intervjuer vi har utfört har varit djupintervjuer. En intervju på en representant från Galleria Duvans marknadsgrupp har genomförts samt tio stycken intervjuer på konsumenter. Resultatet av studien har gett indikationer på att det finns skillnader mellan köpcentrumets identitet och den image som konsumenterna upplever. Dessa skillnader ligger främst i kommunikationen av budskapet via sin marknadskommunikation.

During the early 1990´s, the Swedish commercial air traffic was de-regulated and the new market-condition made it possible for low-budget airlines to enter the Swedish market. The former monopolistic airline company, Scandinavian Airline Systems (SAS), was facing a new type of competition which had the advantage of offering much cheaper air trips than SAS. Adding the decrease of profitability that struck SAS as well as other airline companies after the terrorist attacks on the 11th of September, forced them to carry out a mayor reorganization programme. The programme, called ?Turn Around 2005?, was a direct economical measure that begun in 2002 and lasted until 2005 and resulted in a cost saving of 14,5 billion SEK as well as a notice or a transfer of 6000 employees.The purpose of this essay is to investigate if the opinion of the consumer, the image, corresponds with the profile that SAS wishes to mediate today.

The purpose of our study is to examine the bloggers? influence on the brand?s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions;Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject.

AbstractThe aim of this study is to analyze how the Swedish company VisitSweden and The Swedish institute creates an image of Sweden and what that image looks like? And also to compare their goals and their ways of present Sweden to find out how that contributes to the images of Sweden. The method for this analyze is chosen from the work and theories of Norman Fairclough called ?critical discourse analyze.? The analysis focuses on the text and how the text is created and if the author?s opinions are hidden in the words. The method can be applied in many ways.

Bakgrunden visar på att Stockholms destinationsmarknadsförare befinner sig i en stark konkurrenssituation då konkurrensen sker globalt. Vidare har kundernas beteende förändrats vilket ställer högre krav på Stockholms destinationsmarknadsförare. Utmaningen består i att Stockholm måste skapa en attraktiv identitet för att uppnå en lyckad image hos nya segment. Därmed är det betydelsefullt för Stockholm att attrahera ryska besökare.Uppsatsskribenterna har kommit fram till att Stockholm inte har en lyckad image i dagsläget..

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

The purpose of this study was to investigate hove some suburban areas image is shown to the public in the media coverage of suburban areas, and this is why I in this paper want to look more closely at the image of Tensta in the news media and how people in Tensta perceive themselves. News media has a very important role in the creation of human worldview. It influences our own identity and affects what a person believes is the difference in us and them. In the post-colonial theory, identity creation is a central role in philosophy, us and them. Based on the above purpose, I formulated an overall main question that this essay should answer.

The purpose of this bachelor thesis is to examine the views of the elderly and the caregivers that appear in brochures for the elderly and the discourses that can be found within. The data that the study is based on was collected and analysed using content analysis and Faircloughs (1992) critical discourse analysis. The theoretical frameworks that have been used are social constructionism, critical discourse analysis, assortment and protest, and New Public Management. The results showed two images of older people (I) the elderly as active and autonomous and (II) the elderly as passive and in need of help. The results also showed two pictures of the caregiver (III) the caregiver and NPM, and (IV), the non-profit care provider as a complement.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

The purpose of this essay is to investigate what it means to be a punk in Linköping, Sweden today. This is done by interviewing four informants on a number of topics. The topics being discussed are appearance and values. The topics ?values? contains a number of sub-topics, but the emphasis is put on D.I.Y-ideals and equality.D.I.Y-ideals (Do It Yourself-ideals) are important.

Uppsatsen syftar till att lyfta fram bilderboksillustratören som konstnär och framförallt peka på Sven Nordqvists stil. Detta görs genom tre olika analyser. Först en ikonotextuell analys där text-och bildsamspelet undersöksi Nordqvists böcker.En bildanalays försöker utröna speciella stildrag i böckernas illustrationer och ytterligare en analys försöker se sambandet mellan omslag, försättsblad, titelsida och själva berättelsen..

This essay will focus on the significance of gender in toys´ portrayed in children books for the age 3-5years. The aim for the essay, partly, is to highlight how gender stereotypes can come forth and affect children through the way toys are illustrated within children?s books. The essay will address books from two different time periods, the first period being the 40-50- 60's and the other being the 00´s. The questions to be addressed in this essay is; what type of toys? children play with in the books used in the analysis, and if a change can be detected between the different time periods in terms of gender awareness in what type of toys are presented in the books.The main method used in this essay is an iconological Image analysis in which the first step is mapping, other methods used is analysis and interpretation.