Background: The Swedish fashion industry grows steadily, today it?s populated by many small and medium sized companies. Due to the big clothing chains dominant position small businesses risks to be ousted out of the fashion industry.Smaller companies may find it difficult to reach out to the customer by traditional advertising because their budgets are often smaller. It is therefore important for smaller companies to create loyal customers. If the smaller sized businesses in the fashion industry do not follow the rapid developments in society and focus on building strong brands and relationships, they will have problems with surviving in the long run.Problem definition: Which communicative factors are important in the choice of brand strategy to create a long-term survival for small and medium-sized companies in the fashion industry?Purpose: The purpose of the essay is to analyse and evaluate the brand as a communications tool for building a brand image.Method: The data which is being used in the essay is collected from interviews with companies and survey of each company's existing and potential customers.Theoretical perspective: Relationship Marketing Perspective and Transaction Marketing PerspectiveTheories: Brand Strategies, Total Communication, Brand Equity, Involvement Theory, Service Value Profit Chain.Empiric: The empirical data is primary data gathered from interviews with a representative for each company and from the questionnaires distributed to the customers of each company.Analysis: The analysis is an interpretation of the empirical material collected from interviews with each company and customers survey.

The purpose of this master thesis is to, with the strategies of the organization and the preferences of the co-workers in mind, explore how reward systems can be designed in heterogeneous organizations. This is done by interviewing store managers and sales personnel in a heterogeneous organization. The frame of reference deals with theoretical approaches on reward systems and is divided in the following sections, individual or group based, differentiated or not differentiated rewards systems and goals, measurements and rewards. These sections are highlighted from the following aspects, equity, implementation possibilities and finally environment. The theoretical discussion ends in the conclusion that heterogeneous organizations should have several different reward systems, but not if a restructuring process is in progress or the system becomes too costly.

Purpose ? The purpose of the study was to examine how to promote a personal trainer in the fitness industry, as a personal brand, with digital media.Method ? To fulfill the purpose, the author have used three different methods. Both literature and quantitative and qualitative data in forms of a digital survey and interviews with two personal trainers regarding marketing and branding.Result ? Based on the collected literature and empirical evidence, facts could identify the importance of having a strong brand as a personal trainer, in order to recruit new clients. The result revealed that digital media is an excellent communication channel to nurture the relationship when you already have existing clients, but not when you want to recruit new customers.Implications ? This study is only developed through empirical data from a particular demography and a certain range, which could give a different result with other respondents.

The discovered horse meat scandal has had great impact in the media and given many question marks as to how consumers should be facing meat labels. In the survey made lead consumers to ask themselves, whether they think about their consumption of reliable markings discovered at a risk and, if they have changed their consumption habits since discovered horse meat scandal. The survey was carried out in a grocery store in Karlstad city central, where the results show consistent numbers. People do not like change, and in this case, do not like to change their consumption patterns. The same patterns of consumption before and after the horse meat scandal reflects the results but with only three respondents exception.

Bakgrund: Marknadsföring är ett ständigt föränderligt område, och den tekniska utvecklingen har medfört både problem och lösningar. Digital produktplacering, vilket möjliggör infogning av produkter och varumärken i efterbearbetningen av en film- eller tv-inspelning, kan ses som en lösning på den traditionella produktplaceringens brister.Syfte: Syftet med studien är att presentera en konceptuell jämförelse mellan traditionell och digital produktplacering med fokus på att, inom ramen för det senare, beskriva, analysera och skapa en förståelse för fenomenet. Studien innefattar att en definition av digital produktplacering skapas, samtidigt som dess bransch exemplifieras och framtidstron utreds.Genomförande: Efter genomförd förstudie användes dokumentstudier, och intervjuer med fem aktörer inom produktplaceringsbranschen samt en medieforskare, för att studera fenomenet utifrån vårt valda syfte.Slutsats: Vår definition av digital produktplacering, ur marknadsföringssynpunkt, lyder: Digital infogning av produkter, eller varumärken, i tidigare inspelat medieinnehåll i syfte att påverka den avsedda målgruppen. Fenomenet anser vi komplettera traditionell produktplacering som marknadsföringsmetod och kommer därför troligen inte att ersätta densamma, utan istället verka i symbios. Däremot tycks framtiden se positiv ut för de båda fenomenens användande..

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several brands that manufacture the same product, which means we also have to choose between these brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success.

There is a tough competition in food-stores these days. Storeowners have been forced to try something new to attract customers. One way to accomplish that is to add private labels to the assortment. There are several benefits with these labels; its higher margins for this type of brand and the brand can also strengthen the stores image in the customers mind. When private labels first entered the market, the customer had a relatively low attitude towards the brands.

The Internet is a constant source of information about the world and has contributed to the globalization of texts and pictures. A part in the tourists process of consumption involves looking at pictures and read about places that create an image of places that they have never been to. Websites are therefore important as a first impression and it is here that places are being represented. Places are created on the Internet and the Australian outback is an example of this. The study is interesting because it can be used to understand the relationship between people and places.

Teater Västmanland har på senaste tiden inte kunnat fylla sinaföreställningar med publik, som förr i tiden. Detta har medfört attteatern har tänkt över vilka möjligheter som finns för dem. Att söka sig till nya kundgrupper var en av möjligheterna, mer specifikt handlar denna uppsats om företag i Västerås som en potentiell kundgrupp för Teater Västmanland.Syftet med denna uppsats är att ta reda på ifall företag i Västerås ärpotentiella kunder för vår uppdragsgivare Teater Västmanland. Vi ska ta reda på orsakerna till varför företagen inte besöker teatern närföretagen arrangerar personaltillställningar, samt vad som skulle kunna få dem att besöka teatern.Vi kontaktade de 50 största företagen i Västerås via telefon. Av dessa 50 företag bokades 20st för intervjuer, varav 17 intervjuer till slutgenomfördes.

In a society where children are getting a bigger influence over the family?s consumption and where more products for children are purchased, the market for children products has expanded. This growth is due to a higher amount of older parents which have a god economy and are choosing to spend more money on products for their children. Also the fact that parents use fashion products for children as a way to reflect their own status and that children are becoming more fashionable and aware of trends have contributed to the markets expansion. All together this leads to a grown importance of knowledge for marketers concerning the market.

Background: There is no guarantee that products should be equitable produced. Many products in today's trade is produced by minors, resulting in poor working environment, and gives the workers low payment. Fairtrade is the only label on the market that ensures that farmers receive fair payment for their products. Aim: The central aim with our work is to see what the future consumers, in other words students from Lund's university, Malmö College and The Swedish University of Agricultural Sciences in Alnarp, think about products labeled with Fairtrade, and what they consider is value creation for food products. Students are often relatively young; they educate themselves and have new thoughts and valuations about how the world should be.

This study was conducted to investigate the relationship between perceived popularity, social information processing and working memory. With the intentions of examining popularity 209 (98 female, 111 male) children in second and fourth grade were presented with a roster of their classmates and were to nominate whom they liked and whom they disliked. To study working memory capacity a working memory test, that places demands on the participant to work both with and store the given information, was used. To examine children's cognitive processing of empathy-provoking information a cognitive appraisal interview was conducted. The results imply (a) that working memory increases with age, (b) that there is a weak relation between working memory capacity and popularity, and between popularity and cognitive processing styles and (c) that there are some strong correlations between working memory and cognitive processing styles..

This Master thesis studies how a diversified institutional care organisation can optimise its collective knowledge resources so to manage and distribute this knowledge to different parts of the organisation with help of the organisations intranet. The purpose of the study is to examine if knowledge management and the organisations intranet can be used to create, store, transfer and better use the knowledge within the organisation. Through a case study the thesis will look at different knowledge processes and their relation to the organisations intranet. The case study includes a questionnaire for the whole organisation and qualitative interviews with seven persons from different levels of the organisation. The theoretical framework of the study approaches knowledge management and intranet through four knowledge processes.

Vad ledningen gör för att öka vårdcentralens attraktionskraft genom att involvera personalen för ett ökat patientbemötande - en komparativ studie mellan offentlig och privat primärvård i Karlskronas närområde..

Hype är inte ett nytt fenomen. Historiskt sett kan man identifiera flera produktlanseringar som lyckats skapa en hype bland människor. Vare sig det handlar om en spontan reaktion eller skicklig marknadsföring återstår det faktum att vissa produkter sprids betydligt mer än andra. Detta tycks leda till ett speciellt beteende hos konsumenterna..