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.

Resande, globalt engagemang och arbete utomlands av olika former är företeelser som förändrar människors syn på världen. Dessa tillhör samtiden och de blir därmed aktuella och relevanta att diskutera. Att vi lever i en global värld påverkar våra livsvillkor och innebär i sin tur nya möjligheter och förutsättningar för individen. Begrepp som är centrala att diskutera blir därmed livsstil, engagemang, svenskhet och världsmedborgarskap..

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.

ÄMNEVilken information om Corporate Social Responsibility lämnas i årsredovisningen av svenska företag? Hur följer företagen riktlinjerna Global Reporting Initiative och UN Global Compact? Vilka motiv kan företagen ha för att lämna information om CSR i årsredovisningen?SYFTESyftet är att rekapitulera studien ?Corporate Social Responsibility - vilken information lämnas i årsredovisningen av företagen på Stockholmsbörsens A-lista?, Göteborgs Universitet 2005, genom att kartlägga och jämföra CSR-redovisningen hos de företag från den dåvarande A- listan som idag är noterade på Stockholmsbörsen. Utifrån en utarbetad checklista skall undersökas vilken information som företag lämnar samt vilka skillnader som finns mellan företag och över tiden.GENOMFÖRANDEUndersökningen bygger på kvantitativ och kvalitativ innehållsanalys av årsredovisningar. Årsredovisningarna har analyserats efter en utarbetad checklista som bygger på indikatorer och principer från GRI och UN Global Compact.SLUTSATSERStudien visar att det råder stora skillnader mellan företag och den mängd CSR-information de publicerar i sin årsredovisning. Sedan 2004 har en svag ökning skett av mängden information som redovisas, denna ökning återfinns främst inom branschen industri.NYCKELORDCorporate Social Responsibility, Global Reporting Initiative, UN Global Compact, årsredovisning.

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.

Syftet med studien var att undersöka om det fanns något samband mellan global självkänsla och subjektivt välbefinnande bland svenska ungdomar. Hänsyn togs till ålder och kön togs när 142 elever enkäterades på en gymnasieskola. En bivariat analys gjord med Pearsons korrelation visade att det fanns ett starkt samband mellan global självkänsla och subjektivt välbefinnande. Vidare visade en multiple variansanalys (MANOVA) att det fanns signifikanta könsskillnader gällande subjektivt välbefinnande, men inte global självkänsla. Med multipel regressionsanalys (MRA) kunde det slås fast att kön hade ett samband med subjektivt välbefinnande, medan självkänsla kunde prediceras utifrån ålder.

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 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.

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.

Thesis purpose The study aims to examine the effects vertical and horizontal line extensions might have on the total parent brand equity in terms of strength and its baseline product regarding of market share, loyalty and penetration under an elapsed period of time. The study aims to investigate a number of actual conducted line extensions effect on the above mentioned aspects of Kellers (1993) definition of brand strength as a part of the total brand equity. Methodology The effect of a number of line extensions of the parent brands and the baseline products is being examined in terms of market share, loyalty rate, cannibalization and market penetration. The thesis is focused on the correlations between these different parameters during a certain elapsed time ratio in order to test our theoretically routed hypothesizes in a deductive manner. Occasional correlations are derived from an indexation of data collected from the Gfk database. Theoretical perspective The study is derived from Kapferers (2004) definition of brand equity, where he is dividing the concept into three parts. This study is focused on Brand strength in particular, which is one of the parameters in the above-mentioned theory.

Denna uppsats syfte är att undersöka och förklara hur brand extension produkter kan påverka ett företags image. Vi har valt att undersöka Jaguars, Porsches och Ferraris brand extension produkter då dessa avviker mycket från deras core product. Uppsatsen besvarar även hur konsumenterna uppfattar dessa brand extension produkter och företagens bakomliggande motiv till dem. Vi har under uppsatsskrivandet gång pendlat mellan teori och empiri. Vår empiri består av kvalitativa undersökningar.

IS/IT-strategier ligger till grundlag för tillämpningen och nyttan av informationssystem samt informationsteknologi i en organisation. Det är en övergripande plan för verksamhetens användning av IS/IT-stöd, och har stor inverkan på organisationers effektivitet. Globala verksamheter opererar i olika miljöer och länder, något som behöver tas med i planeringsprocessen av en IS/IT-strategi. Uppsatsen behandlar de faktorer som har inverkan på utformandet av en IS/IT-strategi i en global verksamhet. Tänkbara interna och externa områden från IS/IT-miljön samt verksamhetsmiljön granskas, för att sedan analyseras utifrån den globala organisationens förhållanden.